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...
