In Marketing Course Marketing and E$-$commerce $-$ Tutorial Questions

Marketing Research

$1.$ Outline fully the marketing research process and explain$/$show the role

played by information technology in the marketing research process.

The student is required to show how technology has assisted, improved

or affected each stage of the research process.

$2.$ What are the advantages of Web$-$based survey research over traditional

survey research?

$3.$ What is ethnographic research and how is it conducted online?

$4.$ Observational research involves gathering primary data by observing

people. Do you see any potential ethical conflicts with its use?

$5.$ Why would you want to $($or not want to$)$ use a mail questionnaire to

reach Generation Y individuals? Give both pros and cons.

$6.$ Secondary data consists of information that already exists, having been

collected for another purpose. What are some secondary data sources

you might take a look at if you were helping your school develop a

recruitment strategy?

$7.$ Why does it make sense to use secondary data before you turn to

primary data? What are some of the more substantial drawbacks of

observational research? $8.$ The Internet is well suited for the collection of quantitative research.

Why is not too good for qualitative research?

$9.$ Under what circumstances would you use a focus group to gather

information, rather than interviewing the same people individually? Give

three practical examples