The evolving role of in-house market research professionals: From “reactive” to “proactive”
Andy KungThe Hong Kong Jockey Club, Hong Kong
Grace TseDisneyland, Hong Kong
PREFACE
The Market Research industry has evolved in a number of ways during the past decades. These changes include technology (from pen & paper to CATI / CAPI and CAWI), types of research studies (from ad-hoc to tracking, from monadic to conjoint) and research methodologies (from interviews / focus group to consumer panels / ethnography / semiotics).
Alongside with these changes, the role of market research professionals has also evolved. In the past, the...