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Background Note
| HBS Case Collection
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1986
(Revised from original 1981 version)
Research Methods in Marketing: Survey Research
by
Robert J. Dolan
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Abstract
Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis.
Keywords: Mathematical Methods;
Surveys;
Marketing;