Surveys and Interviews

Keith Goffin, Fred Lemke and Ursula Koners
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Keith Goffin: Cranfield School of Management
Fred Lemke: Alliant International University
Ursula Koners: Cranfield School of Management

Chapter 2 in Identifying Hidden Needs, 2010, pp 27-51 from Palgrave Macmillan

Abstract: Abstract Surveys are the classic tool for market research and because they are ubiquitous, every one of us has at some time been asked to answer survey questions. Writing survey questions is deceptively difficult and, consequently, many questionnaires are so badly phrased or designed that the results are of little value. Therefore, it is absolutely essential for marketers to become good at survey technique. Although customers may have difficulties in answering direct questions about their future product requirements, surveys and interviews remain at the heart of market research and they are essential complement to newer methods for identifying hidden needs.

Keywords: Market Research; Projection Technique; Direct Question; Alternative Answer; Mobile Banking (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29448-6_2

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DOI: 10.1057/9780230294486_2

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