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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Descriptive Research Designs: Survey Methods and Errors

Learning Objectives


1.

Explain the advantages and disadvantages of using quantitative, descriptive survey research designs to collect primary raw data.

2.

Discuss the many types of survey methods available to researchers. Identify and discuss the factors that drive the choice of survey methods.

3.

Explain how the electronic revolution is affecting the administration of survey research designs.

4.

Identify and describe the strengths and weaknesses of each type of survey method.

5.

Identify and explain the types of errors that occur in survey research.








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