As part of case study research based in a manufacturing company with over 500 customers you have
Question:
As part of case study research based in a manufacturing company with over 500 customers you have been given access to an internal market research report. This was undertaken by the company’s marketing department. The report presents the results of a recent customer survey as percentages. The section in the report that describes how the data were collected and analysed is reproduced below: LO7 Data were collected from a sample of current customers selected from our customer database.
The data were collected using an Internet-mediated questionnaire designed and administered via the online software tool SurveyMonkey™. Twenty-five customers responded, resulting in a 12.5 per cent response rate. These data were analysed using the SNAP™ computer software.
Additional qualitative data based on in-depth interviews with customers were also included.
a Do you consider these data are likely to be reliable?
b Give reasons for your answer.
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