When should we ask, when should we measure?
The market research industry has relied for so many years on a fundamental data collection tool: the questionnaire. Transition to online research has been done by adapting this old friend to the internet. Over the last years we have witnessed the eruption of innovative ways of gathering information from consumers. Social media is offering easy access to spontaneous content. Passive data collection is exciting researchers' imaginations; it has never been simpler to track a humans behaviour. Yet many questions are still to be answered. When is one method better than the other? Can we use them interchangeably? Or should we apply each method to specific research problems? This presentation will answer these questions, sharing the results of new fundamental research experiments.
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