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Reliable market research data depends on numerous factors, not least well-chosen respondents, well-designed questionnaires and good quality interviews. Arguably most importantly of all, the market researcher must choose a data collection methodology through which the target audience is comfortable communicating. For example, face-to-face interviews are widely used in many developing markets such as Russia, where there is a widespread distrust of people asking for information, which can only be assuaged if the respondent can see the whites of the interviewers' eyes. Similarly, research into the views of medical patients frequently requires self-completion methods to alleviate concerns over confidentiality.
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