Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the disadvantages of each contact method
What will be an ideal response?
Mail questionnaires are not very flexible; all respondents answer the same questions in a fixed order. Mail surveys usually take longer to complete, and the response rate is often very low. The researcher often has little control over the mail questionnaire sample.
With telephone interviewing, the cost per respondent is higher than with mail or online questionnaires. Also, people may not want to discuss personal questions with an interviewer. The method introduces interviewer bias.
Individual personal interviews may cost three to four times as much as telephone interviews. Group interviews usually employ small samples to keep time and costs down, and it may be hard to generalize from the results. Moreover, consumers in focus groups are not always open and honest about their real feelings, behavior, and intentions in front of other people.
One major problem with internet surveys is controlling who's in the online sample. Without seeing respondents, it's difficult to know who they really are.
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Market power is defined as:
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