Researchers and marketers who use this book will find many different benefits. A marketer may ask how to properly display a scale on a screen. Others will ask about the technology survey engines being used today. Professional researchers might be challenged by the impact of using colors in scales in different countries. Most readers will benefit by searching for a specific research topic to address the matter at hand. A critical feature is an evaluation of the various survey tools available in the market. Custom Surveys acts as a comprehensive guide to cost effectively managing a survey and covers everything from the evaluation of a research program to the actual output and analytics of the research. It can be used as a reference for specific market research needs as well as an instructional tool to educate readers interested in doing market research. Marketers or researchers who read through this entire book will become familiar with the requirements of conducting research on a...

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