In a recent poll by Connexions Loyalty, more than 47 percent of loyalty marketing professionals indicated that surveys are their primary consumer research method.

Surveys help to capture peoples’ goals and attitudes about what they will do in a certain situation. The resulting data is terrific for validating information from a quantitative perspective.

However, surveys paint an incomplete picture. What people say and what they do are often different. Survey respondents don’t intend to lie; often they....

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