TITLE

Is Survey Research Dead?

AUTHOR(S)
Crosby, Lawrence A.; Johnson, Sheree L.; Quinn, Richard T.
PUB. DATE
May 2002
SOURCE
Marketing Management;May/Jun2002, Vol. 11 Issue 3, p24
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Marketers may be lulled into believing they can compose a complete picture of their customers by data mining their CRM databases alone. Databases can describe who the customer is and even what they do, but they don't provide the reason why customers behave the way they do. To affect behavior, we must understand why and then design management decision-making processes that will use this customer information to implement a customer relationship strategy.
ACCESSION #
6549288

 

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