No calibration required. Expanding the use of on-line research for new initiatives

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...

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