Anzeige
Erschienen in:
2010 | OriginalPaper | Buchkapitel
Surveys and Interviews
verfasst von : Keith Goffin, BSc (DUNELM), MSc, PhD, Fred Lemke, BCom (HONS), MBA, PhD, Ursula Koners, BA (HONS), DIPLOM-BETRIEBSWIRT (FH), PhD
Erschienen in: Identifying Hidden Needs
Verlag: Palgrave Macmillan UK
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
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.