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

Research Methods in Marketing: Survey Research

Format:Print
| Pages:25

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

Citation

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