The Web is altering the landscape of business in many ways. One of those ways is in marketing research. Marketing research is a tool for businesses to gather vital information on which to base sometimes critical business decisions. One complaint with traditional marketing research is that the value of the information often isn’t worth what the research cost. Another complaint,…
What do Che Guevara, Thomas Jefferson and Mao Tse-tung all have in common? The most powerful instrument of social change has always been information (the pen is mightier than the sword). The Web is poised to deliver more information to more people, regardless of their place in the power structure, than has ever been delivered in the history of the…
Good, fast, cheap. Pick two.” I first heard that phrase when a friend of mineˡ used it to describe the dilemma that faces every researcher when designing or purchasing a marketing research project. But Web-based marketing research studies are fundamentally and permanently changing the role marketing research will play in future businesses. Good, fast, cheap. Pick two? Not any more….
Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.