Thanks to the internet, surveys are a lot cheaper than they used to be. And the cost of the survey is rising faster than the revenue. Which makes this a perfect opportunity to talk about how the two systems interact.

One of the side effects of the internet revolution is that many of the surveys that used to be done by trained pollsters are being done by computers. (And yes, there are still trained pollsters out there, but they are significantly cheaper and more effective). This means that many marketers are going to have to do survey work that is very different from what the survey industry has to offer.