Talking 'Bout My Generation: The Evolution of Online Marketing Research
http://www.iconinteractive.com/Article17.htm

Janisch, Troy
Icon Interactive
2007

Abstract:

Utilizing reliable market research on an ongoing basis is the most effective way to ensure a successful marketing campaign. Nevertheless, for many companies, the benefits of conducting marketing research and the costs of conducting marketing research always seem to be at odds. Marketing research can be expensive. Not knowing your customer's needs can be costly.