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Methodological Disclosure: The Foundation For Effective Use Of Survey Research, Bruce L. Stern, Ray Ashmun
Methodological Disclosure: The Foundation For Effective Use Of Survey Research, Bruce L. Stern, Ray Ashmun
Business Faculty Publications and Presentations
A survey of marketing executives and a content analysis of their most recent survey research repon reveals that most methodology descriptions are sketcliy, at best. lmponant details about the sampling plan and other procedures are often omitted or loosely presented, leaving the reader insufficiently informed about the foundation that the study was built upon.