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Extracting MR samples from large CRM databases

Date of publication: March 17, 2002

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Mark Katz, Robert Jacob, Julian Simpson

Abstract:

This paper examines the challenges of using a large CRM database as a sampling frame for research purposes. It is based on Centurion's experiences of designing, developing and implementing such systems. Apart from the core sampling process the paper examines user interfaces, automated processing for 'continuous' or 'event-based' research and the Customer Contact Control systems. Finally, the benefits and opportunities that the integration of a sampling system with CRM has brought not just to market research activities, but to the business of Barclays Bank PLC as a whole, are discussed. It is hoped that this paper will provide a checklist and useful information for any organisation wishing to conduct MR and extract sample from their in-house customer database.

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