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Marketing Research Articles Related to Central Location Interviewing

Marketing Research Articles Related to Central Location Interviewing

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CASRO data collection guidelines

Published
March 1989
Author
Quirk's Staff
Abstract
The Council of American Survey Research Organizations (CASRO) is the national trade association for commercial survey research firms in the United States. This article details CASRO’s data collection guidelines, including interview training, project briefing, interviewing, supervision, client billing and flexibility.

Considerations in quantitative data collection in China

Published
November 2009
Author
David Ying Hon Ho
Abstract
Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.

Why IDIs beat focus groups for uncovering decision drivers

Published
December 2010
Author
Terry Grapentine
Abstract
The author argues that individual depth interviews, with the increased chances they allow for probing and investigation, are better suited than focus groups for understanding the complex interrelationships of circumstances, needs and product attributes that drive purchase behavior.