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

  • Labeling
    Labels range from simple tags attached to products to complex graphics that are part of the packaging. They perform several functions. At the very least, the label...
  • Market-skimming pricing
    Market-skimming pricing (price skimming)- setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay...
  • Communication channels
    Communication channels deliver and receive messages from target buyers and include newspapers, magazines, radio, television, mail, telephone ...
  • Observational research
    Observational research refers gathering primary data by observing relevant people, actions, and situations.
  • The marketing concept
    The marketing concept holds that the key to achieving organizational goals is being more effective than competitors in creating, delivering, and ...
  • Occasion segmentation
    Occasion segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase...
  • Initiators
    Initiators refer to users or others in the organization who request that something be purchased.