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Is it the nation that speaks or are we listening to geeks?

Date of publication: September 19, 2004

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: David Walker, Dale Smith, Chris Stevens

Abstract:

Internet research affords the possibility of conducting real-time research at lower costs. This can be used to develop insights and test hypotheses. Whilst technically this may be true, we need to understand if the online population can represent the population at large or the specific target group.

David Walker

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Dale Smith

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Chris Stevens

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Walker, Smith and Stevens (2004a, September 19). Is it the nation that speaks or are we listening to geeks?. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/to-build-or-not-to-build-that-is-the-question