The media research alliance: A case study

Introduces the Media Research Alliance (MRA), a commercially funded research body started by the Teleconomy Group plc in collaboration with Lancaster University and a commercial research agency, in order to focus on issues associated with interactive media take-up and use.

The Media Research Alliance: A Case Study

Rosie Wakley Teleconomy Group Plc.

BACKGROUND

The debate about the role of market research continues: according to Shaw and White 1999 'Clients are asking research firms to provide much more added value interpretation...