Subject: Marketing Research

Section B : Structured Question (10 Marks)

Data is undoubtedly valuable. It offers unprecedented insights into past trends and future predictions that few other non-numerical sources can match, making it an invaluable resource in policy making and social, political and economic understanding. However, data can only be useful if it is accurate and reliable. There are some major obstacles that can stand in the way of credible data collection and analysis. These obstacles can occur at various stages in the process, from survey development to execution to response analysis.Critically discuss FIVE (5)types of errors can occur during data collection.