Adapting Marketing Surveys to Individual Respondents
Jagdip Singh Case Western Reserve University Gary K. Rhoads Idaho State Umversity and Roy D. Howell Texas Tech University
INTRODUCTION
The quality of marketing survey data is a growing concern among marketing professionals. Interestingly, at the recent Anglo-American Research Leaders Seminar (see Journal of the Market Research Society31, 4, 1989), while researchers on both sides of the Atlantic differed in terms of their preferences for research techniques, they unanimously agreed that data quality is a common concern (Bowles 1989; Lysaker 1989;...