BE300 Marketing Research-Completion Survey Using a Smartphone App

BE300 Marketing Research-Completion Survey Using a Smartphone App

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BE300 Marketing Research

Task:

Question 1: (50 marks – 500 words)

A colleague is planning to conduct a survey among a sample of university students on a sensitive health topic. He is considering the following methods of data collection:

• Face-to-face interviews

• A self-completion survey using a smartphone app.

A. Recommend the method of data collection that you believe is most appropriate, giving reasons for your choice.

B. Discuss the advantages and disadvantages of each of these methods for this survey.

Question 2: (50 marks – 500 words)

You own a marketing research firm. Your client operates a Taxi service from a commuter1 town to a busy city centre. The transport alternatives for this commute are limited (there is no Bus service). The client wants to make sure that he is offering the best service possible to his customers. He wants to understand better their views on the service and their experience of it. He has come to you for advice.

Prepare a proposal for him outlining the strengths and limitations of

(a) A cross-sectional study; and

(b) A longitudinal or panel study.

BE300 Marketing Research

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