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.
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