Quantitative research

Date of publication: September 1, 1998

Author: Didy Ward


The data collection methodology used will be dictated largely by the sample within the universe in which you wish to interview and the overall survey design. However, it is important to understand what different data collection methodologies are available and the benefits and difficulties of each. It is also important to understand that these will differ by country. This chapter sets out the major data collection methodologies used in market research today as well as discussing the opportunities new technologies are presenting to us.

Didy Ward


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