The disappearing data source: Ameliorating relations between academics and business

Growing corporate disillusionment with survey research has put a strain on the relationship between businessmen and academicians. The situation is becoming critical, and researchers may lose access to a rich data base if ways of alleviating the friction are not found. The authors look for causes (one is the sheer bulk of questionnaires received), and suggest approaches that researchers can take to elicit the support of businessmen. If the researcher is to enjoy the cooperation of practitioners, he must be aware of several points: the executive is a valuable resource; if he participates in a study he can legitimately expect that the results will be accurately reported; and his company must somehow profit from the study.