Thriving on trust

Date of publication: September 21, 2005

Company: Luth Research

Author: Roseanne Luth

Abstract:

Consumers are the foundation of the market research industry. The intrinsic value of market research derives from honest and articulate responses from its participants - consumers. This presentation examines the respondent inertia phenomenon that is increasingly important to the survival and growth of the market research industry. An online survey among 500 randomly selected respondents from Luth Research's SurveySavvy panel was implemented to help determine the current state of the respondent-researcher relationship and identify potential solutions to enhance this relationship.

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