DNC Registry Fuels Online Market Research
By Paul Barbagallo
Even though market research firms are exempt from new do-not-call rules, many consumers are still reluctant to participate in phone surveys.
Much to the chagrin of the teleservices industry and market research firms, this increasing number of consumer refusals may invalidate research studies that rely on broad and consistent participation.
As such, many market researchers are seeking alternative means to compile studies.
"The explosive growth of online research is clearly one of the dominant trends in the market research industry," notes J. Walker Smith, president of Yankelovich.
According to the most recent Marketing Research Industry Report, in 2003, more than 23 percent of all market research spending will include online surveys, representing a 200-percent increase over 2000 levels.
FGI Research is one firm pioneering new research on the Web.
Its online panel, marketed under the SmartPanel brand, is comprised of more than 4 million individuals who have agreed to participate in surveys about a variety of subjects. Using the panel, FGI Research provides clients and full-service research companies with custom online research.
For more information, visit www.fgiresearch.com.