A researcher is pondering what survey mode to use for a client who markets a home security system for apartment dwellers. The system is comprised of sensors that are pressed onto all of the windows and magnetic strips that are glued to each door. Once plugged into an electric socket and activated with a switch box, the system emits a loud alarm and simulates a barking guard dog when an intruder trips one of the sensors. The client wants to know how may apartment dwellers in the United States are aware of the system, what they think of it, and how likely they are to buy it in the coming year. Which consideration factors are positive and which ones are negative for each of the possible survey modes: (a) in-home interviews, (b) mall intercepts, (c) online survey, (d) drop-off survey, and (e) CATI survey?
Answer to relevant QuestionsIndicate the pros and cons of self-administered surveys. What is a questionnaire, and what are the functions of a questionnaire? Mike, the owner of Mike’s Market, which is a convenience store, is concerned about low sales. He reads in a marketing textbook that the image of a store often has an impact on its ability to attract its target market. He ...What are the arguments for and against the inclusion of a neutral response position in a symmetric scale? Provide the marketing researcher’s definitions for each of the following populations: a. Columbia House, a mail-order house specializing in movies and television DVDs and music CDs, wants to determine interest in a ...
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