| Market Research Requirements |
Lower-end: Online Tool Oriented/ Web Based |
Wilson Research Group |
Higher-end: Large companies/ Academic |
| Experience: Scientifically valid, high confidence results |  No consulting, your on your own |
 |
|
| Quality online surveys (design/format/piping/skips/etc.) | Rigid design requirements |
|
|
| Valid sampling and questionnaire design | On your own/ Generic surveys |
|
|
| Fast turnaround | |
|
Often slow |
| Personal attention/responsiveness to customer | Hard to contact |
|
Projects delegated down |
| Added value: Teaching, building market focus | No personal contact |
|
They have no time or extra charge |
| Online Reporting System Ease Of Use | |
|
Often requires training |
| $ Cost | Low |
Middle |
High |