Getting More Information from Customer Surveys

Expensive customer surveys are often only half analyzed, resulting in excess interviewing costs and less meaningful information for market planners. This article shows how a great deal of additional information can be obtained from a single "typical" consumer survey, using a variety of sop...

Full description

Saved in:
Bibliographic Details
Published in:California management review 1975-12, Vol.18 (2), p.66-72
Main Authors: Myers, James H., Forgy, Edward W.
Format: Article
Language:English
Subjects:
Analysis
Case studies
Child nutrition
Children
Cluster analysis
Consumer surveys
Customers
Food
Food economics
Interviews
Market segmentation
Market segments
Marketing
Mothers
Nutrition
Polls & surveys
Product management
Saliency
Snack foods
Snacking
Statistical methods
Survey data
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Expensive customer surveys are often only half analyzed, resulting in excess interviewing costs and less meaningful information for market planners. This article shows how a great deal of additional information can be obtained from a single "typical" consumer survey, using a variety of sophisticated statistical techniques.
ISSN:0008-1256
2162-8564
DOI:10.2307/41164640