2007
DOI: 10.1177/147078530704900204 View full text |Buy / Rent full text
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Abstract: One of the core activities in market research is the collection of data by interviewing. Respondents are asked questions, answers are given and these answers are noted. And although there is a tendency to give less weight to data collection as compared to data analysis (Morton-Williams 1993), appropriate data collection is undoubtedly the basis of every analysis. Looking back, three factors have strongly influenced the choice of data-collection methods. Increasing non-response, increasing costs and the awarene… Show more

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