Open AccessMethodological Disclosure: The Foundation For Effective Use Of Survey Research
Author(s) -
Bruce L. Stern,
Ray Ashmun
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v7i4.6207
Subject(s) - foundation (evidence) , survey research , plan (archaeology) , sampling (signal processing) , survey methodology , computer science , public relations , marketing , psychology , political science , business , law , applied psychology , mathematics , history , statistics , telecommunications , archaeology , detector
A survey of marketing executives and a content analysis of their most recent survey research report reveals that most methodology descriptions are sketchy, at best. Important details about the sampling plan and other procedures are often omitted or loosely presented, leaving the reader insufficiently informed about the foundation that the study was built upon.