Most market surveys, for reasons of cost, are generally limited to owners of cars within particular sectors; the definition generally includes people who have bought a car of the type specified in recent years. Necessarily within such a sample there will be many who are still a long way away from their next purchase and many who are a long way from their last purchase. In other words, we are taking people at different points in consideration down the funnel of decision- making. The paper presents the results of a survey conducted in August 1995 which was restricted to new car buyers in the United Kingdom market.
The British Market Research Bureau has conducted a number of surveys among farmers on topics ranging from mechanical equipment to fertilisers. This paper draws principally on the latest - and one of the largest - of these surveys, which was carried out in the second half of 1967 . The survey, producing over 700 interviews throughout Great Britain (i.e. England, Wales and Scotland, but excluding the Republic of Eire and Northern Ireland) was concerned with crop chemicals and livestock feedstuffs as well as providing information on company images and company representation, and was commissioned by a major manufacturer. The paper will be concerned not with the results of that survey, which remain confidential to our client, but with three main areas of techniques: 1. Sampling; 2. Questionnaire design; 3. Interview procedure.