Definition Of

Survey research

Survey research is the most widely used method for primary data collection. This is the approach best suited for gathering descriptive information.

Survey research is a kind of research for gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

The major advantage of survey research is its flexibility; it can be used to obtain many different kinds of information in many different situations. Surveys addressing almost any marketing question or decision can be conducted by phone or mail, in person, or on the Web.

Share it:

More from this Section

  • Straight rebuy
    Straight rebuy refers to a business buying situation in which the buyer routinely reorders something without any modifications.
  • Customer satisfaction
    Customer satisfaction is the extent to which a product perceived performance matches a buyer’s expectations.
  • Freight-absorption pricing
    Freight-absorption pricing is a geographical pricing strategy in which the seller absorbs all or part of the freight charges to get the desired business.
  • Operating expense percentage
    The operating expense percentage indicates the portion of net sales going to operating expenses- calculated by dividing total expenses by net sales.
  • Idea screening
    Screening new-product ideas to spot good ideas and drop poor ones as soon as possible.
  • Marketing strategy
    Marketing strategy refers the marketing logic by which the company hopes to create customer value and achieve profitable relationships and its overall approach...
  • Selling concept
    Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes ...