GfK Finds 'Radically Altered' Survey Environment, Overhauls Methods To Boost Quality Control

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 …

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