Abstract:

The purpose of this presentation is to point out that survey research has not changed much over the last decade; it still takes a long time. Also, it still under-represents minorities, and that is emerging as a major problem. In contrast, numerous other aspects of the market research industry have been absolutely revolutionized via various types of electronics and information technology. Net, it is time the survey researchers take a hard look at the products they are providing and ways in which they can be significantly improved. Communications and computing technologies have reached a state where they may really help.