Subject: Marketing Research

Section B:

QUESTION 3 (15 marks)

A retailer of childrens toys wants to learn what customers think of the range of products they offer in its online store. The retailer has decided to carry out a self-completion survey of its adult customers on its mailing list but they are unsure whether the survey should be conducted by post or online. Outline the benefits and limitations of each approach which the retailer is considering for this research. Illustrate your answer with examples.