The pool is drying up

The pool of consumer participants in survey research and telemarketing efforts is a resource to be shared among both the research and telemarketing communities. This resource is in danger of being depleted due to apparent widespread abuse of consumers as participants in survey research and as target...

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Bibliographic Details
Published inMarketing research (Chicago, Ill.) Vol. 10; no. 1; p. 26
Main Authors Bearden, William O, Madden, Charles S, Uscategui, Kelly
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.04.1998
Subjects
Communication
Consumer relations
Consumers
Direct marketing
Overpopulation
Polls & surveys
Researchers
Telemarketing
Values
United States > US
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Summary:The pool of consumer participants in survey research and telemarketing efforts is a resource to be shared among both the research and telemarketing communities. This resource is in danger of being depleted due to apparent widespread abuse of consumers as participants in survey research and as targets of direct marketing. Unfortunately, it is too late for a simple solution to the problem; only a change in values and practices by both groups can turn the tide.
ISSN:1040-8460