Surveys

Objectives

After reading this chapter, you should be able to:

• appreciate the various approaches to collecting primary data through surveys: postal surveys, personal interviews, telephone surveys, completely self-administered surveys, panels and omnibus studies

• understand the criteria used for selecting the data-collection method best suited to the specific marketing research problem on hand

• understand that, when using surveys to help answer a marketing problem, relevance, accuracy, timeliness and cost must be taken into account

• appreciate the merits of different survey methods.

Keywords bias interactive research interviews omnibus surveys opinions panels questionnaire syndicated research telephone surveys

Plan of Chapter 5

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

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