Volume 18, Number 11 November 2007, Issue 233

Also of interest: Luncheon speaker JJ Cramer, Survey Sampling International’s business development director, produced cogent talk on key issues with online respondents: dissecting professional respondents (hyperactive, fraudulent, inattentive, and conditioned) and either debunked their label, how to catch them or produced studies about them. He suggested common terms/definitions, demand rigorous survey design and industry cooperation…MRD’s inflict barriers on themselves to their company’s seat at the table, said Jon Last, vp, corporate marketing & research, Golf Digest publications. His solution: hybrid MRD which integrates MR into marketing organization as driver of marketing strategy, achieved by serving both internal (marketing), and external (advertisers) customers. Helps to have solid database of readers for geo-demographics and mapping/analyzing for targeting (i.e., regions sales territory analysis). Key driver: consultive thinking.