Tailor Net research to Web's strengths

Chapman, Patricia H.
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p34
Trade Publication
This article discusses the advantages of using the Internet to perform market research. Some of the differences between offline and online research results may simply be the growing emphasis on more concepts, for more numbers, in less time -- a trend towards quantitative for screening that is going on offline as well as online. When you are writing up to 100 concepts in a shot, uniqueness scores and purchase interest probably do suffer in light of the sheer quantity of single-dimension concepts. They may not be that much difference from some to the next, and how unique they seem may depend on how the comparative frame is interpreted. The real opportunity for online research is ultimately the promise of leveraging the speed, flexibility, multi-dimensionality and interactivity of the Web to find something that does not rely on doing the online version of what may already be offline.


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