Personal Interviews or Mail Panels?

Blind allegiance to a particular marketing research technique is frequently the cause of survey inefficiency. According to Mr. O'Dell, the never deviating adherence of many practitioners to the mail panel or a rigorous probability sample leads to waste and excessively costly survey data. He pre...

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Bibliographic Details
Published inJournal of marketing Vol. 26; no. 4; pp. 34 - 39
Main Author O'Dell, William F.
Format Journal Article
LanguageEnglish
Published New York American Marketing Association 01.10.1962
SAGE PUBLICATIONS, INC
Subjects
Alcohol drinking
Bank loans
Bias
Brands
Housewives
Interviews
Marketing
Questionnaires
Research methodology
Research methods
Sampling bias
Telephones
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Summary:Blind allegiance to a particular marketing research technique is frequently the cause of survey inefficiency. According to Mr. O'Dell, the never deviating adherence of many practitioners to the mail panel or a rigorous probability sample leads to waste and excessively costly survey data. He presents some new, objective findings here, to aid the researcher in selecting the most efficient data-gathering method.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224296202600407