search query: @indexterm market research / total: 2057
reference: 295 / 2057
| Author: | Kirk-Smith, M. |
| Title: | Psychological issues in questionaire-based research |
| Journal: | Journal of the Market Research Society
1998 : JUL, VOL. 40:3, p. 223-236 |
| Index terms: | Market research Methodology Psychology Consumer behaviour United Kingdom Europe |
| Freeterms: | Questionnaires |
| Language: | eng |
| Abstract: | The questionnaire survey is primary tool in market research. However, there are many psychologically-related issues and limitations which may not always be considered. This paper brings these issues together under the four headings of Theory building, Validity of self-report, Measurement and Analysis. The main conclusions are: In planning questionnaire research, the explanatory and psychological limitations must be recognised, indirect and behavioural measures ought to be considered as well, and the aims must be related to the measures and results, and in addition, psychological advice may be useful during the planning of the research. |
SCIMA