Thomas, Dysha Last name, MKTG 340-98 Final Exam

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Roosevelt University *

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101

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Marketing

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Feb 20, 2024

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docx

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Uploaded by ProfessorJellyfish8484

Thomas Dysha Page 1 1. What are the strengths and weaknesses of online survey research compared to traditional survey research? In my opinion online survey research is a lazy way to conduct research. It is easy to conduct research for a survey online especially when social media is involved. For example, you can set up a poll via Instagram or twitter to enhance or receive answers from your online survey. Also, an online survey may just be a smarter way to perform an online survey. Some strengths for online survey compared to traditional are being cost effective, receiving faster results and the quality of the data that traditional research brings about. 2. Thinking back to your survey experience taking the “Gym Shoe” survey, on what technology did you take the survey (computer, smartphone, or other)? How did that experience work for you? I took the survey via a desktop computer. For me, the experience was exceptional. It was very easy to navigate as well as being very straight forward with the questions that were asked. I also thought that the layout of the survey was put together very well. I enjoyed taking the survey. 3. Your textbook suggests that the original introduction of online survey research in the mid- to late 1990’s was plagued with non-representative samples. People on the internet then were more highly educated, younger, and more male than the U.S. population in general. Internet penetration was higher on the East and West Coasts than in the Midwest or South. While those challenges have abated significantly, they have not disappeared. What does Pew Research have to say about segment availability in the U.S, today? The Pew survey states that 7% of U.S. adults state that they do not use the internet. This survey was conducted Jan. 25 th - Feb. 8, 2021. The offline population has declined since 2000. According to the survey, “ Educational attainment and household income are also indicators of a person’s likelihood to be offline. Some 14% of adults with a high school education or less do not use the internet, but that share falls as the level of educational attainment increases. Adults living in households earning less than $30,000 a year are far more likely than those whose annual household income is $75,000 or more to report not using the internet (14% vs. 1%).” ( https://www.pewresearch.org/fact-tank/2021/04/02/7-of-americans-dont-use-the-internet-who- are-they/) )

Thomas Dysha Page 1 4. What are some of the ethical issues to consider when conducting online survey research? Some good ethical issues to consider when conducting online surveys are consent, having informed consent, informed voluntary consent, the use of insensitive. Also, having confidentiality, privacy as well as great data quality. These are all ethical issues to consider when conducting a survey. 5. Online surveys are self-administered (no interviewer is involved). Your textbook covers this topic in Chapter 6 on Traditional Survey Research (p.138-139). Do you see self- administration in the case of Online research an advantage or a disadvantage? Explain. There are certain advantages and disadvantages of online survey being self-administered. To me, the advantages are greater because I think that the individuals who are taking the survey are more likely to be honest when they are taking it. They have more time to relate and think on the questions and answer them more accurately. 6. How does the 2019 response rate for survey completion compare to the 2018 response rate? Is this a good, bad, or irrelevant finding for the ABC Company? Explain. I would look at it as being neither good or bad. I would not say that this is irrelevant because it brings forth information that is helpful to any researcher. The ABC Company will more so find this to be irrelevant though it is not formal information that will seem to help them contain the direct information that is needed. 7. How do the Compare the Satisfaction Scheme used by ABC with the NPS score we explored in class. How are they similar? How are they different? They are similar because they both use the scheme and tactic of developing the right questions to retrieve the correct information. They are different because of how they conduct their research. 9.In your own words, explain how to read and interpret the Key Driver Model. I would describe the Key Driver Model as a form of information to help myself or others understand the relationship between the drivers that could be potential drivers and

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