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10 cards from this deck
Tool to collect info about customer needs & wants
Person who takes part in research by answering questions
Valid, reliable, avoid bias
Collects exactly the data you planned to collect
Same person gives similar answers at different times
Unfairly favours one side, making it less objective
Provide specific answer options (e.g., tick boxes)
Allow respondents to answer in their own words
Surveys, interviews, questionnaires, observations, experiments
Short, clear, asks one question at a time, not misleading
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