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Surveys and Interviews

In: Identifying Hidden Needs

Author

Listed:
  • Keith Goffin

    (Cranfield School of Management)

  • Fred Lemke

    (Alliant International University)

  • Ursula Koners

    (Cranfield School of Management
    S. Siedle & Söhne OHG in Furtwangen)

Abstract

Surveys are the classic tool for market research and because they are ubiquitous, every one of us has at some time been asked to answer survey questions. Writing survey questions is deceptively difficult and, consequently, many questionnaires are so badly phrased or designed that the results are of little value. Therefore, it is absolutely essential for marketers to become good at survey technique. Although customers may have difficulties in answering direct questions about their future product requirements, surveys and interviews remain at the heart of market research and they are essential complement to newer methods for identifying hidden needs.

Suggested Citation

  • Keith Goffin & Fred Lemke & Ursula Koners, 2010. "Surveys and Interviews," Palgrave Macmillan Books, in: Identifying Hidden Needs, chapter 2, pages 27-51, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29448-6_2
    DOI: 10.1057/9780230294486_2
    as

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