This note demonstrates an example of lost knowledge in the marketing research field. In particular, the original meaning of the terms ‘survey’ and ‘survey research’ has been perverted, apparently through inattention. Epistemology is presented to verify, resultant problems are exposed, and some remedial conceptualisation and semantic tactics are offered. If ‘a problem recognised is half solved’, this philological endeavour aspires to cover turf at least to that midway point.
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