Monitoring research techniques

Abstract

Identifies some pitfalls of market research data‐gathering and provides guidance on what is deemed good practice when researching the views of customers. Defines the basic structure of research, considering the customer′s experience, who will use the data, the need for classifying customers, and the frequency of measurements to be taken. Discusses the development of questionnaires, interview methods and interpreting results.

Citation

Carpenter, D. (1993), "Monitoring research techniques", Managing Service Quality: An International Journal, Vol. 3 No. 2, pp. 435-438. https://doi.org/10.1108/EUM0000000003153