The use of the telephone in industrial market research

Date of publication: June 15, 1963

Author: Max K. Adler

Abstract:

The telephone as a mean of conducting market research is of course not new. For many years it has been used when approaching consumers, or radio listeners, or television viewers, and these respondents have accepted the telephone voice asking questions with more or less good grace. But the great disadvantage of this technique in consumer and allied research has always been the fact that telephone ownership has nowhere spread far enough among the population as to yield a complete cross section.

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