No calibration required. Expanding the use of on-line research for new initiatives
Ji-Hoon Dierckx and Greg Rogers
Using data from North America and Western Europe, the authors of this paper demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based on the medium the respondent uses (on-line or off-line).
No Calibration Required
Expanding the Use of On-Line Research for New Initiatives
Greg RogersProcter & Gamble, Canada
Ji-Hoon DierckxProcter & Gamble, Belgium
INTRODUCTION
The internet has become a popular medium for conducting market research as the...
