Tracking Studies: Consistency is Everytyhing

SSI
 
Presented by: American Marketing Association
 
 

Key Takeaways
Tracking studies are typically used to measure changes or shifts in the market over time.

​Tracking studies are typically used to measure changes or shifts in the market over time. That can be a real challenge given today’s rapidly changing marketplace, but it’s a challenge that Survey Sampling International (SSI)’s Ricky Odello says can be met with consistency throughout the study, starting with the questionnaire and including the methodology and sampling frame.  

Ricky O’Dello is vice president, sales, for SSI, and has extensive experience managing tracking projects for SSI’s largest customers. He explains how to get the most out of your next tracking study by addressing what tracking studies are, what some key aspects of them should be, and how best to proceed when conducting them. 

Jackie Lorch was a member of the team that developed SSI’s first online panel and managed the panel for several years. A frequent speaker at industry events, currently she conducts research in support of SSI clients’ research objectives, focusing especially on factors that impact quality and the respondent experience.


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