Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 1

Arrange an interview with a member of the marketing faculty at your school (other than your instructor in this course) who is actively engaged in academic marketing research. Discuss the objectives of the faculty member's research and what type of method(s) she or he uses to collect primary data. Report on the advantages and disadvantages of the data collection method(s) used in relation to the research objective. Try to determine if trade-offs have been necessary (e.g., cost against speed; structure against disguise) in order to collect the data, and if so, the reasons for these trade-offs. Be sure to address the broad issues of structure, disguise, sampling control, information control, and administrative control in your report.