Why are we trying to create new communities for market research purposes? A case study comparing learnings from an existing community vs. a research panel
Charles Pearson and Vicki Kateley
This paper examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate. A comparison of an existing online community and online research panel within the same company is discussed in detail, in addition to a case study where the same questions were run simultaneously on this existing community and research panel. A suggested framework...