What would be the most appropriate survey method for a project in which control of field force and cost are critical factors? Explain why you selected the method you did and how you would assure that the critical factors are controlled.
What are the responsibilities of the moderator of a focus group? What are two characteristics of a successful moderator? What are two behaviors the moderator should avoid? Why is the moderator so important to obtaining quality results?
Visit the Gallup organization’s web site at www.gallup.com. What survey methods have been used by Gallup in some of the recent surveys posted at this site? Why were these survey methods selected?
Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.
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