There is no denying that marketing research is evolving. New technologies, the abundance of data available and consumer dependence of smartphones being the biggest contributors. But how does this change the way we sample via online research? And source permission-based, quality respondents?
Research clients should learn how the source of their respondents affects research data. At Lightspeed GMI, we have been observing some very significant differences depending on the source of the data. The way a respondent enters a study will impact the overall data quality obtained from that respondent. It is not a story of good and bad, but rather just a case of significant differences; ignoring these differences could result in poor quality research.