chapter  13
24 Pages


We noted in Chapter 12 that the bulk of the data for CDD comes from interviews with

knowledgeable managers in the target’s market. However, you cannot simply pick up the

telephone and start firing questions at some unsuspecting respondent. You only get one

shot at each call, so a great deal of planning needs to go into preparing for the discussions.

Each call is a demanding exercise because the researchers must achieve three things