The most significant method for collecting primary data in marketing research is through surveys. Considering the three survey methods discussed in the chapter, define and describe how you would utilize each of these methods while conducting research about customer satisfaction of concessions at an arena?

Question

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The Answer is Self-Administered Surveys - when the survey is completed by the respondent on their own.
Interviews - person-administered surveys through one-on-one contact including personal interviews, telemarketing, and shopping intercepts.
Computer-Administered Surveys - surveying via online/internet based questionnaires, computer-assisted telephone interviews, and fully computerized interviews.
All examples should describe how the survey would be administered, how they can guarantee reliability and validity in the data collected, and the methods to be used to entice individuals to take time and respond to the survey.

The Most Significant Method for Collecting Primary Data in Marketing