If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

In praise of retrospective surveys

$54.78 plus tax (Refund Policy)

Buy Article:

Abstract:

Some important issues in marketing require the use of retrospective surveys. But, despite the lack of suitable alternative methods, retrospective survey-based research tends to be given short shrift by journal editors and is treated harshly in review processes. The goal of this paper is to acknowledge justifiable criticisms, see to what extent these criticisms can be addressed or contained, and to foster an inclusive approach to the use of retrospective surveys – especially for the investigation of those important issues that cannot be studied systematically in any other way. Examples are drawn from word of mouth (WOM) research – an area where retrospective surveys have been an indispensible method for gaining knowledge.

Keywords: RESEARCH METHODS; RETROSPECTIVE SURVEYS; SURVEYS; WOM; WORD OF MOUTH; WORD-OF-MOUTH

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725708X381975

Publication date: November 1, 2008

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more