Survey Sampling Methods in Marketing Research: A Review of Telephone, Mall Intercept, Panel, and Web Surveys

Survey sampling methods play an important role in marketing research. The discipline of marketing draws its techniques from various social and physical sciences, and any advances made in sampling methods in these areas always find an application in marketing research. Recognizing the importance of the topic, the first special issue of the Journal of Marketing Research was devoted to survey research. The articles in that special issue addressed three aspects of survey research: sampling design, questionnaire preparation, and data collection. In an article that appeared in an earlier volume, Velu and Naidu provided a survey of these aspects. The article reviews and updates the aspects of sampling design, with special focus on telephone, mall intercept, panel, and Internet surveys. The listing of books and other references provides a starting point for an iterative search. Although the coverage of topics is more relevant to the United States, the article provides information about the practices in other countries as well.