Top

Published in:

2010 | OriginalPaper | Chapter

Surveys and Interviews

Authors : Keith Goffin, BSc (DUNELM), MSc, PhD, Fred Lemke, BCom (HONS), MBA, PhD, Ursula Koners, BA (HONS), DIPLOM-BETRIEBSWIRT (FH), PhD

Published in: Identifying Hidden Needs

Publisher: Palgrave Macmillan UK

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

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.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"