The Importance of Reward in Surveys

In those days, when someone rang up and said. do you mind if we come around to talk to you about radio, listenership,. behavior or something, it was quite interesting. You felt like you were important, you were valued. And you still ought to feel important and valued and unusual. But when it's done in a very impersonal way, and when it's possible to reach far more people far more easily, then I think we should get over asking people quite so many questions.