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Industry still needs to do more to address the quality issue – and not just in online.
Two years ago Kim Dedeker, head of consumer and market knowledge at consumer goods giant P&G, caused a stir with comments about quality – or lack thereof – in online research. She’s now helping the Advertising Research Foundation seek solutions to the problem as chair of its Online Research Quality Council (ORQC).
In an interview today, Dedeker told Research that the industry needs to do more to address “systemic” quality issues, and that researchers need to be more accountable for their methods – and their results.
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