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Overview:
In this video, the use of questionnaires in primary market research is explored. Vibes FM, a commercial radio station, is experiencing a decline in daily listeners and is using questionnaires to understand why. Questionnaires are easy, inexpensive, and scalable, and offer respondent anonymity, making them a quick and efficient way to gather information. Jill and her team hope to identify the reasons for the decline and increase their number of daily listeners.
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