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  • 标题:Threats to Survey Research: Excessive Interviewing and 'Sugging'.
  • 本地全文:下载
  • 作者:Mike Brennan.
  • 期刊名称:Marketing Bulletin
  • 电子版ISSN:1176-645X
  • 出版年度:1992
  • 卷号:3
  • 页码:56-62
  • 出版社:Massey University
  • 摘要:This research examined the prevalence, in New Zealand, of two threats to survey research: excessive interviewing and 'sugging'. Face-to-face interviews are conducted with a random sample of householders in the Palmerston North urban area. In 1990, 686 interviews were achieved, giving a response rate of 54%. In 1991, 427 interviews were obtained, giving a response rate of 55%. Approximately 49% of the 1991 respondents had been asked to take part in a survey in the previous 12 months, compared with 46% of the 1990 respondents. This difference is not significant. The prevalence of the four types of survey was similar in 1990 and 1991. Approximately 20% of respondents in 1990, and 13% of respondents in 1991, were asked to participate in more than one survey in the previous 12 months. The claimed level of participation in surveys was high for all types of surveys in both 1990 and 1991 (67% to 88%), with the 1991 rates marginally higher overall. Approximately 20% of the 1990 respondents had reportedly been sugged, 60% within the previous 12 months. In comparison, only 9% of the 1991 respondents claimed to have been sugged, 84% within the previous 12 months
  • 关键词:survey research; sugging; excessive interviewing
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