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 size and quality of on-line panels has increased in recent years. The advantages are clear; lower cost and faster turn-around of results.1)
However, on-line research has failed to deliver data from concept tests that can be directly used in normative forecasting models (e.g. BASES). Hence, on-line systems have to be converted to a central location or mail panel equivalent for database...