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An Introduction to Survey Research by Edward Nelson, Ernest Cowles

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CHAPTER 4

Factors to Consider When Thinking About Surveys

The Groundwork

Do You Really Need a Survey?

Alicia was sitting at her desk early one morning, when her boss Bob came rushing into her cubicle. “Mornin’ Alicia”, Bob said, slightly out of breath and his face flushed, “We’ve got a problem.” Oh my, not the dreaded, “we’ve got a problem” problem, Alicia thought to herself. “Candice (Bob’s boss) called me into her office the first thing this morning,” Bob continued, “Turns out the company plans to launch a new product line aimed at the 18 to 25 demographic this fall in select east coast cities. We know about our customer base in that age range, but we don’t really know about the demographics of the six major cities that we’re targeting for ...

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