Answered: As part of case-study research based in…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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As part of case-study research based in a textile company with over 800 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 analyzed is reproduced below: “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 google forms. Thirty-nine customers responded, resulting in an 18.7 per cent response rate. These data were analyzed using the SPSS computer software. Additional qualitative data based on in-depth interviews with customers were also included. Do you consider these data are likely to be reliable? Give reasons for your answer.

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