Data- collection method and questionnaire design settled

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After some deliberation, Cory Rogers of CMG Research and Nick Thomas of Global Motors are now confronted with the data collection method for the Global Motors survey down to the use of an online panel. With the data- collection method and questionnaire design settled, Global Motors are now confronted with the data collection step in the marketing research process. Although the size of the sample is not precisely known, it is understood that it will be "quite large." However, the principals involved realize that a large sample size will be useless if the sample selection process fails to garner a representative sample. Should Global Motors use a probability online panel of U.S. household such as the one maintained by Knowledge Networks, Inc.? With respect a sample design, what are the advantages and disadvantages involved with using this approach?

Reference no: EM13266726

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