Discussion on Topic 3
- Do you think the Internet has made it easier or more difficult to collect marketing data and information? Why? How might the major data collection issues of today compare to the issues that occurred in the pre-Internet era?
- A marketing manager would like to ask his company’s target market (a population) a few simple questions. If he wants to ensure every member of the population has an equal chance of being chosen for questioning, which sampling method should he use? He is also evaluating the best contact method to be used. His options are mail questionnaire, telephone interview, and personal interview. What is the main advantage of using each contact method?
- You are hired as an external party to conduct marketing research for Nestle Malaysia to understand consumer behavior in coffee consumption. Explain the research criteria needed to fulfil the research activities and produce quality research findings.
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