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Market Research through Online Custom Panel: Co-Creation Value and Customer Relationship
Abstract
Online panels are, more and more, an important form of collecting consumer information for marketing decisions. Consumer online panels are more used in developed countries than in third world countries. This chapter also talks about customized online panels within online panels in general. This chapter discusses the current challenges to the use of online panels in Brazil, according to the research experience of the leading provider of such methodology in the country. The chapter describes two cases of online panels in Brazil, and in one of them it describes the communal aspects of the panel and the implications that the communal traces bring to panel management. The chapter concludes with an analysis of research results, managerial implications, and future research directions.
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