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Itracks Releases 2002 Industry Survey Results
Online researcher Itracks has announced the results of its 2002 Market Research Industry Survey. This year's survey is the third annual industry study conducted by Itracks; the inaugural survey won honourable mention at the 2000 EXPLOR competition, awarded by the A. C. Nielsen Center for Marketing Research Awards.
'Internet market research is a field that is continuously changing,' said Dana Weeks, Itracks Executive Vice President, Sales and Marketing. 'Over the three years we have surveyed the market research industry, we have seen
growth in online methodologies, changes in attitudes, and a stable cadre of information sources the industry relies upon.'
'As a service provider to the market research industry,' Mr. Weeks continued, 'we find the results gathered from our annual industry survey valuable not only to us, but also of interest to the market research community as a whole.'
Invitations to participate in the survey were sent out to 2,717 North American based market research professionals with a completion rate of 9.6%.
Final results represent a North American sample of 260 completes. Some highlights of the survey results include:
- 80% of respondents conducted some form of Internet Market Research (IMR), compared to 71% in 2001.
- When asked what the number one concern about IMR was, 59% said sample, compared to 96% who said sample in 2001.
- AMA, MRA and ARF remained the top 3 conferences attended in 2001 and 2002.
- Strengths of online research were perceived to include: fast turnaround, convenience, reduction of geographic borders, and cost-effectiveness.
Full public results are available by contacting market.research@itracks.com or through the monthly newsletter Itracks News - www.itracks.com/newsletterhome.cfm
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