► We carefully define the population of key decision makers to be surveyed.

► We take a carefully drawn stratified random sample from the population ~ a sample

stratified  by potential expenditures, dollar revenue, number of employees, or

any other characteristic that is known about the population.

► We obtain high levels of cooperation from the selected sample by using extremely

experienced interviewers and offering participants summaries of results.

► We create an interview instrument that contains both open-ended and numerical

rating questions, providing detail and precision without sacrificing richness and substance.

► We analyze the data with careful attention to statistical detail. We carefully glean statistically

significant and managerially relevant results and present them in a thoughtful way.

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