5/29/2006 - General Mills Validates Online Research
Jeff Miller, Senior Vice President of Burke Inc., presented information on the state of the on-line research industry as part of the marketing research curriculum for University of Wisconsin-Madison School of Business.
Using the results from over 80 case studies, General Mills conducted a study on the validity of online research. They incorporated both online and offline methodologies and reported a .92 "R2" of regression between the two methodologies. They also reported that survey completion time was decreased by over 66% and reduced research costs by 50% using online methods.
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