A Haven For Straight Talk: <b>Bad Surveys Are Worse Than No Surveys</b>

Marketing measurements generally come in two flavors; quantitative and qualitative. We'll talk next month about some quantitative measurements relative to marketing at your firm. This month, though, we'll discuss the ever-popular survey. On a scale of 1-7, how likely are you to read the rest of this article?

12 minute read October 01, 2004 at 11:50 AM
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Second In A Series Of Articles About Measurement
A Haven For Straight Talk: <b>Bad Surveys Are Worse Than No Surveys</b>

Last month I wrote about the importance of measurement. Many firms do little or no marketing measurement and are surprised when their programs yield no definitive results.

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