Why customer surveys are hard to read

07/28/2010 | Advertising Age (tiered subscription model)

Marketing surveys can some times miss the mark because they fail to take into account feelings that consumers may have about a brand or company that aren't covered in the survey questions. Marketing professors Derek Rucker and David Gal identify this phenomenon as "response substitution," and say that consumers are often inclined to answer survey questions based on their attitudes or feelings, rather than on specific information or experiences.

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