A huge scientific flaw plagues online market research results, says Ad Age editor-at-large Jack Neff.
NEW YORK (Adage.com) -- Package goods companies that buy huge amounts of online market research are increasingly frustrated by the procedure's scientific flaw, according to Ad Age editor-at-large Jack Neff. In this six-minute video interview, he discusses both the serious problems that are making increasing numbers of advertisers wary of online research results and the September meeting organized by the Advertising Research Foundation to address the issue. Over the next year, the Foundation's newly formed Online Research Quality Council hopes to hammer out industry-wide standards for online survey vendors.
Also see earlier print story, ARF Puts Online Research Under Microscope