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| Author: | Nancarrow, C. Tinson, J. Evans, M. |
| Title: | Polls as marketing weapons : implication for the market research industry |
| Journal: | Journal of Marketing Management
2004 : VOL. 20:5-6, p. 639-655 |
| Index terms: | MARKETING QUESTIONNAIRES |
| Freeterms: | POLLS |
| Language: | eng |
| Abstract: | In this article is argued that the market research professional bodies need to study codes of conduct, questionnaire guidelines and complaints procedures with opinion polls in mind. Recommendations concerning how professional bodies can address controversy given the sprouted likelihood of polls used by pressure groups are also made. |
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