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- Title
Marketing Research's Survey in a Box: VIEWTEL.
- Authors
Winters, Lewis C.
- Abstract
This article reports that VIEWFACTS Inc. has introduced a new service called VIEWTEL--a fully electronic consumer panel. The purpose of VIEWTEL is to provide marketers with prescreened respondents for ad hoc custom surveys. VIEWTEL, which is being tested in Chicago during 1989, is advertised as the first single-source data collection system designed specifically for the purpose of improved survey research. Respondents use a wireless remote-control keypad to respond to questionnaires that appear on their television sets. While most of them are sleeping, a questionnaire is phoned into respondents' "Set-Top Unit." The Set-Top Unit is a microprocessor with large memory storage capacity which is: attached to the television's antenna leads, plugged into a normal wall socket, and attached to the respondent's telephone line. It is opined that one of the biggest pluses of the VIEWTEL panel is its targetability. Perhaps the biggest plus for VIEWTEL will come to be the market-by-market intermedia information when the full 15,000 panelists are in place.
- Subjects
CONSUMER panels; MARKETING research; TECHNOLOGICAL innovations; QUESTIONNAIRES; RESPONDENTS; SURVEYS
- Publication
Marketing Research, 1989, Vol 1, Issue 3, p82
- ISSN
1040-8460
- Publication type
Article