GfK Finds 'Radically Altered' Survey Environment, Overhauls Methods To Boost Quality Control
- by Joe Mandese @mp_joemandese, August 11, 2022
GfK, one of the biggest sources of consumer research used by media planners, Wednesday announced it is
overhauling its methodology with new "quality-control" procedures to reduce respondent bias.
GfK said the new "regimen" follows a series of methodological research studies comparing 21 panels used by "three major" research suppliers, which …
