How much do you care whether your survey results are accurate?

Jean Morton-Williams

This article considers the lessons to be drawn from William Belson's recent book 'Validity in Survey Research' (Gower, 1986).

How Much do you Care Whether your Survey Results are Accurate?

Jean Morton-Williams Social and Community Planning Research

The question which is the title of this article is primarily addressed to those who commission survey research and to their marketing advisors, since they are the ones who define what information is required, provide the money, set the time constraints and, ultimately, use the results. But they have perhaps been discouraged from asking themselves this question by survey practitioners who have failed to ask themselves the more fundamental question: how accurate are our results?'

The pressures on...

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