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Shoppers Drug Mart is looking to better understand customer experiences and the satisfaction of its customers. As a market research analyst in the marketing team,
Shoppers Drug Mart is looking to better understand customer experiences and the satisfaction of its 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.)
- What are one advantage and one disadvantage of using customer lists from PC Optimum as a sampling frame for this research?
- List at least 5 of your ethical obligations in surveying PC Optimum members.
- In this case, identify and explain two advantages of using online surveys for this research and two disadvantages.
- 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.
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