ESOMAR felt that the time was right to produce a new guide to market research. The book was conceived not as a definitive encyclopaedia of research, but rather as a series of provocative questions that researchers could and should ask themselves when working in any of the areas covered by the different chapters. In order to provide as broad a range of input as possible, more than 20 authors from 9 different countries and a range of companies contributed their time, effort and knowledge to this venture. The book has been divided into eighteen chapters dealing with a wide range of subjects; this list is not intended to be exhaustive, but rather topical and timely. It is our hope that this book becomes a sort of wiki, which can be revisited and updated in the future as the requirements of our industry evolve.
Online panels are replacing telephone and face-to-face data collection; increasingly MROCs are replacing more established methods of talking to consumers. What do respondents think about these changes? Are there differences between countries? This study listens to respondents in Australia, Canada, China and USA, finding out what participants really think about panels and MROCs. The authors compare this data with more established options, outlining implications for research design and data quality.