are a quantitative marketing research methodology that aggregate
data to uncover and predict patterns of group similarities,
perceptions and behaviors.
measures and predetermined response categories are typical to
survey research. Findings are generally presented as statistical
percentages (e.g., 65% of a population favor a particular political
candidate; 52% of a surveyed market remember a specific ad campaign,
research gives a client the opportunity to pose questions to
a large number of people and understand broader trends. Behavior
prediction becomes possible through this methodology.
can be conducted via a variety of methods, including telephone,
internet, mail and live intercept.