The marketing research industry relies on members of the public and the business community giving up their time voluntarily to answer questions about their behaviour and attitudes. There is evidence of falling response rates from a variety of published sources relating to Government surveys and national surveys such as the National Readership Survey or the National Medical Readership Survey. If an increasing proportion of the population excludes themselves from marketing research, then worries may arise about the reliability of data being used for decision making.
|Publication status||Published - 1 Aug 2006|
- marketing research
- survey responses
- marketing debate