RIO #4: Shoppers Drug Mart is looking to better understand customer experiences and

satisfaction of their customers. As a market research analyst in the marketing team, you have

been asked to create and field an online survey among PC Optimum members. (PC Optimum is a

rewards loyalty program associated with Shopper Drug Mart, Loblaw, and Esso.)

4a)

What is one advantage and one disadvantage of using customer lists from PC Optimum as a

sampling frame for this research?

(2 points)

4b)

List at least 5 of your ethical obligations in surveying PC Optimum members.

(5 points)

4c)

In this case, identify and explain two advantages of using online surveys for this research and two

disadvantages.

(4 points)

4d)

One day, you are asked to develop a questionnaire to measure employee satisfaction. In terms of

ethics, do you think it is a good idea to do the research yourself or should you get a research

vendor (third party) involved? Make sure to explain your reasons why.

(2 points