Lecture Marketing research (10th edition): Chapter 6 - McDaniel, Gates
Lecture Marketing research (10th edition): Chapter 6 - McDaniel, Gates
Chapter 6 - Traditional survey research. What are the various types of survey research? As noted previously, not everyone is willing to participate in a survey. What kind of errors does that create? What are the other types of errors encountered in survey research? Why have Internet and mobile survey research become so popular, and what are their drawbacks? These questions are answered in this chapter.