Executive Summary (This is a document excerpt)

The economy is both eroding financial wherewithal to conduct market research and putting a larger burden on market research professionals to identify successful markets. While vast economies have already been realized in quantitative research using online panels, the same benefits are about to be realized in traditional qualitative research. New fusions of qualitative and quantitative research approaches have finally emerged that are economically viable alternatives to traditional and expensive approaches. Companies must harness them or resign themselves to doing less with less at a time when sharper market insights are more necessary than ever.

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