Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 6

The management of an online shoe retailer was convinced that the company's market segment consisted of individuals in the 25- to 35-vear-old age group, while its major competitor's market segment seemed more widely distributed with respect to age. It attributed this difference to the styles of shoes and accessories carried by the company. Management decided to do a study to determine the socioeconomic characteristics of its own market segment. Management formed a panel of 800 individuals who had previously shown a strong interest in browsing and purchasing shoes from online retailers. E-mail messages with a link to an online survey would be sent to all the panel members. One month later, the company would again implement an online study with all panel members. In this situation, is the research design appropriate If yes, why If no, why not