Background Note | HBS Case Collection | December 1981 (Revised September 1986)

Research Methods in Marketing: Survey Research

by Robert J. Dolan


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;


Dolan, Robert J. "Research Methods in Marketing: Survey Research." Harvard Business School Background Note 582-055, December 1981. (Revised September 1986.)