TITLE

Marketing research suppliers, clients should respect the professionalism of data collectors

PUB. DATE
January 1982
SOURCE
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the views of Patricia M. Heakin, President of Homewood, Illinois-based Heakin Research, regarding the need to give respect to the profession of data collectors. At the American Medical Association's Second Annual Marketing Research Conference in Palm Sprints, California, she said that the best research design and analysis are useless without reliable data collection in the field. Clients, suppliers and data collectors are part of a team. Data collection, if planned and managed properly, the field service must be familiar with the definition of qualified respondents. Contact with hundreds of clients and their personal experience has sharpened their skills.
ACCESSION #
19212816

 

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