Edexcel Btec Level 3 Business - Extended diploma group Cirencester College
Unit 10 - Marketing research - M1 M2 D1 D2
Focusing on Mondelez International.
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Unit 10 - Marketing Research
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Task 4
Method of data collection:
We chose to, use a closed question survey our method of primary
data collection. I believe this is the most appropriate method of
data collection as surveys allow us to represent a large population.
We were able to represent the population through our sample.
Compared to other methods of data collection, surveys allow us to
extract data that represents the general population. Using a survey
was convenient for us as they can be administered to participants in
a variety of ways. We sent our survey through email. This allowed
us to reach a range of people all at once. Surveys have great
statistical significance. Because they allow high representativeness,
it was easier to find statistically significant results. (Ref 3)
Our chosen sample:
We chose the sample we did because we believe it to be
generally representative of the population regarding
factors that provide the information we are looking for. It
was important to us that our data was representative of
our customers at Alton Towers. Examples of the factors
that we required data for are how far customers have to
travel to the park and when they are most likely to visit
the park. We chose our sample for several reasons,
including participants live In a variety of locations in the
UK and participants lead different lives, some have
children or our children, participants have different jobs
and incomes.
Qualitative/quantitative data:
We chose to collect quantitive data in the majority as this data can be
communicated in binary form. It was important in our research that we
could create statistics from the data we collected to it could be used most
effectively. We wanted to be able to measure and analyse our data; this
allowed us to be more objective regarding our findings. An advantage to
this approach is that our results are valid, reliable and can be generalisable
to the broader population. (Ref 4)
Other methods of data collection:
We decided not to use other methods of communication as we
believe, in this context, a closed question survey was the most valid
and reliable method. We chose not to conduct interviews as these
can be expensive and time-consuming, and they can deliver bias
responses as participants can feel under pressure. These are the only
other methods we indeed considered as others, such as participant
observation and case studies were not feasible due to our time and
budgetary constraints.
Methods in a repeat exercise:
If we were to repeat this exercise, I would not choose a different method
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