SURVEY METHODOLOGY - Respondent Inaccuracy - What share of survey respondents report buying your brand when they did not? What share report not buying when they did buy? Which specific customer segments are most inaccurate in reporting their behavior? This article provides benchmark answers and suggestions for achieving accurate customer responses to your questions.
| Year of publication: |
2002
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|---|---|
| Authors: | Woodside, Arch G. ; Wilson, Eilzabeth J. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 42.2002, 5, p. 7-18
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