Abstract:

Today's researchers have more ways than before to collect useful data, yet most of us specialize in only one or two methods. And so we squeeze the client's problem into our solution. The University of Georgia's recently revised Principles of Market Research online course recognizes this dilemma. It starts from the position that "no questionnaire administration method is superior in all situations" and so the expert researcher will be aware of methods that are not necessarily their personal or company specialization – if they cannot solve the client's problem most effectively using their hammer they ought at least to be able to point the client at a different tool.