Using Free Papers for Customer Surveys.

The article discusses the use of free community newspapers in reference to marketing research. Community newspapers can satisfy the needs of both the consumer and retailer by using their papers to survey customers. Research has shown that the papers reach a wider portion of the population. Utilizing community newspaper data is seen as a low-cost way for retailers to obtain valuable marketing research. The technique illustrates another channel of communication between the consumer and retailer. It represents a cooperative rather than antagonistic relationship between the two, in an effort to solve business concerns.