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Major research innovation launched - Quick LSMs

Mobile interviewing is seen as the future of research because it's fast, accurate, affordable and accessible. Marketers and research houses have already been using mobile for data collection for a few years already. However, most sampling frames require specific LSM groups, and to determine a respondent's LSM group takes 30 questions, thus the practical application of mobile interviews was limited in South Africa.

Issued by Millward Brown 11 Jun 2014 08:01

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