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

Research Methods in Marketing: Survey Research

by Robert J. Dolan

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;

Format: Print 25 pages EducatorsPurchase

Citation:

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

About the Author

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Robert J. Dolan
Baker Foundation Professor
Marketing

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