Two‐stage data collection for retail stores

Abstract

The method most often used to gather information on the attitudes and opinions of retail customers, the exit/location survey, has several shortcomings. Presents an alternative method for gathering such data involving two stages: creating a name/ telephone number list via random selection of customers at the retail location, and a subsequent telephone interview. Tests the method in two retail environments and compares the results with those of two other tests of the method. Overall, the method is successful at gathering good quality, detailed data and generates acceptable‐to‐high response rates.

Citation

Pak, S. and Pol, L.G. (1995), "Two‐stage data collection for retail stores", International Journal of Retail & Distribution Management, Vol. 23 No. 7, pp. 24-30. https://doi.org/10.1108/09590559510095251