Discuss Co-Founder and Chief Strategy Officer Jim Longo in Quirks Media
Is market research facing a crisis of confidence?
Market research has always been about the human connection, from door-to door and kitchen table interactions, to shopping mall intercepts and in-person focus groups. It wasn’t until the late 1990s during the technology revolution that market research moved online, creating the opportunity to do both quantitative and qualitative research in more efficient and innovative ways.
As online research began to grow, so did the opportunity for fraud. For years the industry sounded the alarm, but few answered the call because many companies did not see it as a priority. At the time it didn’t get a lot of attention because analysts were able to over sample at a low price point. Now fraud is impacting overall costs to projects.
In this article, I’ll explain how researchers can take action against online fraud in marketing research
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