Judicial Standards for Survey Research: An Update and Guidelines
Open Access
- 1 January 1990
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 54 (1) , 59-70
- https://doi.org/10.1177/002224299005400104
Abstract
Courts have increasingly reviewed and accepted survey research during the past decade. As a result, implicit and explicit rules have evolved that reflect judicial perspectives of survey research methodology. The author illustrates these rules, thus providing guidelines for marketing managers, survey researchers, and attorneys who might eventually use survey data as evidence.Keywords
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