Introduction
Most market researchers use surveys to collect data.
A survey, as a data collection process, consists of two dimensions:
the questions (i.e. what you ask), and the respondents (i.e. who answers
the questions). The questions asked usually include two parts: demographics
(e.g. age, income, and gender) so that you can assess how closely
your respondents resemble your population of interest, and questions
that are intended to gather information to answer your study questions.
The second type of question depends on your study objective and is
discussed more thoroughly below.
The respondents—the people who answer the survey—are determined by the sample of people who receive the survey. It’s usually impractical to send a survey to every ...
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