As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider “survey methods” less as “traditional research” and more as a “paradigm” in the Khunian sense. He therefore invites them to reconsider the methods they use to remain true to their core original mission: “evidence based decision-making”. To this end, the author shows how “open data” may help in doing so.
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