Abstract:

This paper describes high technology data collection systems in consumer marketing research and their relationship to the more traditional methodologies and techniques. A brief background and history of data collection technology used in research is followed by a classification of the technologies in use today or just emerging. These include single use, multiple use and the latest single source systems. The intended uses of these technologies and systems are described, with emphasis on the way the systems and technologies are linked internally to achieve their data integration. Each of the systems and technologies is compared to each other in terms of their data collection abilities, followed by a description and comparison to existing traditional, methodologies. The data collection strengths and weaknesses of each are examined, and a side-by-side comparison shows the potential for data collection substitution in regard to their utility features. The paper concludes with several statistical and design issues related to the high technology systems.