Overview of research techniques involved in gathering information on current products that can provide input into new product development highlights consumer purchase and use patterns. Comparison of mail questionnaires, telephone surveys, focus group sessions, and in-person interviews notes type of data, timing, relative costs, and advantages and…

This book presents hands-on information on how to plan, administer, and analyze opinion polls. Guidance is also offered on how to make this strategy accessible to public interest groups. Several examples, checklists, warnings of possible pitfalls, and lists of material and human resources occur throughout the chapters. Major sections address the…