Content about Data collection

February 1, 2011

Having worked heavily with marketing research for more than 30 years, I know just how useful it can be to make better business decisions, but like all tools there are limitations. One very important issue with marketing research is that we often measure peoples’ attitudes, but what we really care about is their behavior. In some cases, there is a very close link between the two and sometime not so much. Let’s consider two examples.