Titlebook: Research for Marketing; Michael J. Baker Textbook 1991Latest edition Michael J. Baker 1991 design.market research.marketing

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Sampling,n and survey. All three methodologies are concerned with the systematic gathering and analysis of data with a view to informing the decision-maker and enabling him to make a better decision than would be possible in the absence of that information. But, as we have also seen, the acquisition of addit

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,Data collection — questionnaire design,from a population in order to ensure that they were representative of that population. One thing was particularly obvious — it takes time, effort and money to select an unbiased sample; yet all this investment will be squandered if one fails to design clear, relevant, meaningful and unambiguous ques

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