Another Street Car Named Desire
Nikhil RawalandAparajita Basu Indian Market Research Bureau, India.
INTRODUCTION
Traditionally, Indian market research surveying has always been face-to-face interviewing. Today, it accounts for more than 95% of data collection. Reasons for this are many:
- Telephone penetration is low in smaller towns and certain socio-economic categories. Telephone interviewing is therefore not feasible when looking for a representative sample of households or individuals. Also, people are not willing to share too much information on ownership of assets and personal wealth with an...