SMS-based surveys: strategies to improve participation
George Balabanis, Vincent-Wayne Mitchell and Sarah Heinonen-MavrovouniotisCass Business School, City University, London
INTRODUCTION
Advertising agencies tend to be not only heavy users but also providers of market research in campaign design and evaluation (McDaniel & Gates 2000). Indeed this trend is growing as a result of the market's need for increasing accountability of the advertising industry. In a recent feature article on the advertising agency of the future (Campaign2005), the CEO of WPP (the world's second largest advertising agency) explained that market research will be at the forefront of that business....