Adapting Marketing Surveys to Individual Respondents

Roy D Howell, Gary K Rhoads and Jagdip Singh

While computerised adaptive designs are stimulating the imaginations of marketing academics, their considerable potential for conducting efficient marketing surveys is largely unrecognised.
  

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;...

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