When should we ask, when should we measure?


When should we ask, when should we measure? 

Nowadays, new innovative data collection technologies are becoming more and more usual, making crucial for market research professionals to find out when to use which method.

This paper, presented at ESOMAR © 2015, compares information from passive an active data collection.

Through this eBook you will learn:

  • What are the main differences between declarative and observed data?
  • What are the advantages and limits of surveys?
  • How can passive data improve the quality of gathered information?

Download the paper by filling out the form to the right!


Download the paper