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Survey Research

Part 2. Marketing Research

  1. Jagdish Agrawal

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02016

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Agrawal, J. 2010. Survey Research. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. California State University East Bay, Hayward, CA, USA

Publication History

  1. Published Online: 15 DEC 2010


Survey is a method of collecting data by means of a questionnaire containing a set of questions. The survey can be conducted by using a variety of methods such as personal (face-to-face) interview at home, malls, or any other convenient place; telephone interview; mail (postal) survey; and online (electronic) survey. Each of these methods have certain costs and benefits associated with them such as monetary costs, degree of expertise needed, response time, response rate, and many others. The choice of appropriate method(s) depends upon the criteria such as availability of budget and time; nature of research design; sample size and amount of data needed from each respondent; and the nature and format of the questions. For example, a low cost and fast response rate, among other things, is making the online survey a very popular means of doing surveys. Given that data collection from any one of these methods requires a certain degree of expertise and administrative capacity, many firms prefer to outsource the task of collecting data to outside vendors. Irrespective of who does the survey, it is very important to honor the privacy of respondents and maintain the confidentiality of their responses.


  • survey research;
  • methods of survey;
  • face-to-face interview;
  • mall-intercept interview;
  • telephone interview;
  • mail survey;
  • online survey;
  • survey comparisons