Whitepapers and Published Articles:
Cheryl and Chasin, Josh (2006). Media
Measurement and the New Traditional. Paper presented at Advertising
Research Foundation (ARF) Audience Measurement Symposium, New York,
June 2006. Describes views of senior media and research professionals
on current needs in media research, successes and failures, and
the shifting future of media research in the "convergence era."
Of particular note are the signficant differences in the beliefs
of research buyers versus research vendors.
Harris, Cheryl (2001). Brand Relationship
Cheryl (1998). Concept and Diagnostic
Research for the Web: Lessons Drawn from Case Studies 1995-1998.
Paper presented at: ESOMAR "Worldwide Internet Seminar,"
Paris, January, 1998. This paper is useful for summarizing the potential
for online research methods, as well as the risks.
Cheryl (1997). Developing Online Market
Research Methods and Tools, Marketing and Research Today,
Vol. 25, #4, November 1997, p. 267-279.
Significant Difference Calculator
to related materials:
MarketIntell is Dr. Harris' new blog with some of her views
about current marketing intelligence practices and the information
Journal of Online Research
Web Survey Methodology
Triple-S Data Specifications
Advertising Bureau: the
industry's leading interactive advertising association. Its activities
include evaluating and recommending guidelines and best practices,
fielding research to document the effectiveness of interactive media,
and educating the advertising industry about the use of interactive
advertising and marketing.
Note: Dr. Harris' 1996 book An Internet Education: How to do
Research on the Internet is still in print but is not recommended
as a text in planning current online research strategy due to the
many changes in methods and available tools since its original publication.
Instead, for a comprehensive text on online research methods,
see the forthcoming The Essential Handbook for Online Marketing
and Advertising Research (early 2007), also by Dr. Cheryl Harris.
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