There have been many calls for improved quality and more appropriate use of
survey research in OM (Forza and Di Nuzzo, 1998; Malhotra and Grover, 1998;
Hensley, 1999; Rungtusanatham et al., 2001). These calls resonate throughoutthe
OM research community. For example, Forza and Vinelli (1998) gathered the
opinions and perceptions of 89 OM scholars and reported that there was: