One technique that offers a treasure trove of insights into consumer behavior is “web scraping.” Although worthwhile, using it to gather data requires a specific, methodological approach. Otherwise, validity is threatened. This MSI working paper addresses how researchers should go about web scraping in order to ensure design transparency, analytic reproducibility, analytic robustness, replicability and generalizability of effects.
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Do new marketing strategies increase cyber risks? This report argues that cyber breaches are leaving organizations vulnerable, but that such dangers are ignored by many CMOs. Read more »
on the upper right of the web site or create an account to view this page. on the upper right of the web site or create an account to view this page.Advertising and market research have seen significant changes in the last couple of years. ARF members have been inquiring about different aspects of these changes. To answer their questions, the ARF Analytics Council developed the very first Organizational Benchmark Survey of the industry. The aim was to see how companies collect research data, what departments conduct research, how they organize around research and data, and, if small advertisers differ from large ones. Read more.
Advertising and market research have seen tremendous changes in the last couple of years. As a result, ARF members have been inquiring about different aspects of these changes, from what to call their departments to what tools and techniques are considered best practices. For instance, should it be called a “research department,” “data science” or “customer experience” department? Is it better to have a centralized or decentralized structure? Do such departments provide positive ROI, according to stakeholders? And should they use R, Python, SPSS or SAS? Read more.
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