1. Measurement of the Vital Products of Business.
- Author
-
Houser, J. David
- Subjects
MARKETING research ,CONSUMER behavior ,BIOMETRY ,CONSUMER research ,MARKET surveys ,SOCIAL sciences ,CONSUMER attitudes ,QUESTIONNAIRES ,MAIL surveys ,CONSUMER preferences - Abstract
The article discusses the psychology of market and consumer research, stating that research methods have improved so that psychological surveys can be taken, instead of measuring quantitative statistics only. The article discusses the importance to businesses of research that reveals consumer attitudes. The author states that the study of market research is still a new field, and describes how agencies can falsely file questionnaires that contain useless information. The article discusses the problem of selecting a sample field that ensures accuracy, especially in mailed questionnaires. The author discusses the types of questions that should be asked, the importance of the issues involved in the polling, and applications of the results.
- Published
- 1938
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