Chapter Nine Improving Honeywell’s Market Research: Combining Online Surveys, Traditional Interviewing Techniques and Web-based Reporting Karl G. Feld a and William K. Stone b This chapter examines the application of multiple data collection dis- ciplines to solve data collection error and satisfy Six-Sigma quality standards. Overall, this technique delivers improved customer satis- faction and increased ROI. INTRODUCTION Honeywell replaced its international telephone data collection and paper- based tabulation and reporting with blended telephone, online and e- interviewing data collection and real-time reporting. It did so because the company’s Six-Sigma quality control process quantitatively demonstrated that while neither telephone interviewing nor self-administered online surveys could sufficiently control sources of error in data collection, a hybrid approach using both modes combined with live interviewers and a Research Manager, D3 Systems. b President, WKS: CSM Consulting, Inc. Market Research Best Practice. Edited by P. Mouncey and F. Wimmer. C 2007 John Wiley & Sons, Limited. Market Research Best Practice: 30 Visions for the Future Edited by Peter Mouncey and Frank Wimmer Copyright © 2007 John Wiley & Sons Ltd