Tracking research has evolved far and beyond just providing historical data. Computer collected and processed data can be delivered to clients as hard copies, on tape, on diskettes, direct to remote printers via dedicated communication lines, and electronically via RI USA's new web-based portal. Client Databases Original tracking data and various summary reports can be set up as fixed databases for the convenient use of client personnel. These systems are created around the unique considerations of specific categories and target audiences. This often involves procedures to establish client-based norms and standards for decision making.
Sensitive analysis is supported by unique statistical approaches.
Forced exposure testing utilizes an appropriate combination of harder measures and full diagnostics. To some extent, then, much marketing research could be said to be strategic. In the industry, however, strategic research has come to mean the more special, often the more complex, studies that contribute rather directly to specific market planning. This involves reviewing quality standards and process implementation and developing systems for measuring and reporting performance. Qualitative techniques are used to develop the unique and relevant attributes and values for each client.