MGT 3300 Lecture Notes - Lecture 37: Marketing Mix, In Step, Test Market
Document Summary
If the collection of primary data is standardized, there are several advantages for researchers. They can use identical questions and response alternatives across a large, representative sample of respondents. They can also summarize the information using a variety of statistics. Quantitative research seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics. For example, a common approach is to have consumers indicate how much they agree or disagree with a statement on a survey. There are several different types of surveys. The choice of the right survey depends on the research objectives and constraints such as time and money. Mail and online surveys are common and convenient. Advantages of these types of surveys include: the ability to ask an extensive set of questions; convenience for the respondent; anonymity; and a greater willingness by the respondent to provide personal information.
