About the Contributor

Dr. Raymond Pettit is a vice-president with Longwoods International, a customer insight firm. He is working on a new book, Rethinking Advertising Effectiveness: Measuring New Media and Managing New Technologies (to be released in Fall 2005). Ray is also coauthor of Market Research in the Internet Age (John Wiley & Sons, 2002).  Contact him at erpmetro1@earthlink.net.