Please consider these data-collection methods that you can use in your (marketing) research. Feel free to Google them if you don't know what they are but use reputable sources (University websites or WSJ for example):

1. 1. Survey (asking participants questions using written questionnaire or phone)
   2. Laboratory experiment (whereby you can control and manipulate the elements of the research environment. For example, you can dim a room's light levels and see how the experiment participants' use of their cellphones changes compared to another group of participants in another room where the light was not dimmed)
   3. Field experiment (similar to the above but you study consumers' behavior in its natural place of occurrence (like in the malls) and so you have less control over the environment (without get arrested, I should say ;) )
   4. Observation (no manipulation of the environment; just observe behavior)
   5. Focus group (small number of participants discuss a topic)
   6. In-depth interview
   7. Case study (This one may not be in the reading but this is simply an in-depth study of an entity (brand, company, person, etc.), typically to learn about something unique/particular about it. So, for example, you may conduct a case study of Apple corporation, Bill Gates, or Xbox, or Brazil)

Now, also consider the below list of pros and cons of the above-mentioned methods (you may see an item as a pro or con depending on how you read the item and that is all fine):

1. 1. Cost
   2. Scale of data collection
   3. Ability to control for irrelevant variables
   4. Ability to study a phenomenon or entity in its natural environment
   5. Deeper understanding of a phenomenon or entity
   6. Some individuals do not respond to the questions they are asked
   7. Relatively limited diversity in data collected on opinions and attitudes
   8. Chances of the researchers personal biases contaminating conclusions
   9. Some respondents may respond inaccurately or not honestly
   10. Ability to witness the true behavior of individuals or other entities
   11. Generalizability of findings to similar entities and phenomena

PART 1)

Now, each of you, pick two of the pros/cons at random and explain if each can be a pro/con of what data collection method. A sample response will read like this (Make sure you write in bold the pro/con and the name of the data collection method):

Scale of data collection is a con of the xyz data collection method because blah blah blah. Ability to control irrelevant variables is a pro of abc data collection method because blah blah blah.

PART 2)

As you know, the internet has become a massive source of secondary (already existing) consumer data. Just imagine how much consumer data exists on Amazon or Yelp.com in the form of product reviews that can be used in market research. For example, we may scrape Google Map reviews to study what restaurant goers tend to complain about to improve resturants. Looking at the pros and cons listed above, mention two pros and cons for scraping this online data as a data collection method to conduct marketing research such as the above example. Note: this question is talking about Internet itself as an information source; do not confuse this as using the internet to administer surveys. That would be still survey data.

This is a discussion answer