The marketing manager for Brand K retail stores is in the process of collecting primary data from customers to learn which current products need improvement.She is using a probability sampling method,but is having trouble figuring out how to contact customers and get them to participate.She is also debating alternative ways to recode the responses so that they can be analyzed.She is concerned with the _______ part of the market research process.

Question

Quizplus · Accepted Answer

Data collection involves access and distribution of the survey to the respondent, then recording the respondent's responses and making the data available for analysis. A company can choose to collect the data using its own resources or hire a market research firm to administer the data collection. The choice often depends on the company's internal expertise in market research as well as the resources required to complete the job.

The Marketing Manager for Brand K Retail Stores Is in the Process