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- Title
Personal Interviews or Mail Panels?
- Authors
O'Dell, William F.
- Abstract
Blind allegiance to a particular marketing research technique is frequently the cause of survey inefficiency. According to Mr. O'Dell, the never deviating adherence of many practitioners to the mail panel or a rigorous probability sample leads to waste and excessively costly survey data. He presents some new, objective findings here, to aid the researcher in selecting the most efficient data-gathering method.
- Subjects
MAIL surveys; MARKET surveys; INDUSTRIAL research; INTERVIEWING; MARKETING research; PUBLIC opinion polls; STATISTICAL sampling; DATA analysis; MARKETING strategy; RESPONDENTS; SOCIAL science research; MARKETING of information services
- Publication
Journal of Marketing, 1962, Vol 26, Issue 4, p34
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248336