Trying to collect data actively sometimes proves so difficult. Getting feedback seems to be via a continued pleading with respondents. In your view, how do you view the reality of getting responses for your research and other studies.
What are the merits and demerits of passive and active customer data collection in your area?
We live in a world of big data. Everything that consumers do is closely monitored and analyzed. The body of behavioral, demographic and purchasing data that exists and is available to marketers is staggering.
Increasingly, research professionals are discussing the role of passive and active data collection in the overall corporate research agenda.
There is a big difference between active and passive customer communities. For an example of a passive community, take a look at Starbucks' new MyStarbucksIdea.com community site.
https://blog.instant.ly/blog/2014/11/passive-vs-active-the-role-of-the-survey-in-a-big-data-world/
http://www.crmbuyer.com/story/62395.html
Wow! Thanks Prof. You did justice to my question leaving me excited with significant resource on the subject matter. I agree with the submissions of the two authors of the resource link you provided on the fact that getting data actively somehow stands a better chance to measure the desired specifics rather than a possible noise from passive data collection. Even much more when it comes to ethical considerations.
However, I am most supportive of the passive alternative and believe also that passively engaging customers to establish their fundamental similarities and peculiarities and ensure these characteristics are noted is proactive. Much information is left both consciously and unconsciously when customers partipate in a market situation. Marketers can always take the advantage of cutting edge technology to capture peculiarities and behavioral patterns that would ordinarily be lost if not for passive data collection.
In my own situation for example, many corporate reserach get delayed because respondents are either too busy to give feedback or becuase they are afraid of releasing vital industry information. Many are times when getting useful market and marketing information becomes a tug of war for business managers. Hence, in this situation, would it not have been better to develop useful technologies that can quietly / passively collect information with questions we prepared actively for a particular research?