The use of digital and online methods for data collection for Marketing Research

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Description

Evaluate the use of digital and online methods for data collection for Marketing Research across a range of data collection techniques

Marketing Research 884N1 – Resit instrument

You are required to write an essay of 2,000 words, +/-10%, (excluding title and references).

Ensure that you support your discussion using the theory, and appropriately reference throughout from a range of sources, using Harvard referencing.

This assessment is in place of the examination and therefore is weighted as 70% of the module.

Title:

Evaluate the use of digital and online methods for data collection for Marketing Research across a range of data collection techniques.  Analyse the application of online methods for different methodologies of research, as well as the administration of the actual data collection techniques.

Ensure you discuss the opportunities, practicalities, and comparisons with traditional methods.

Guidance:

The aim is that you will be able to demonstrate your understanding of both qualitative and quantitative methods and how these can be used in a digital context and an online environment, and also how relevant or not the use of online research may be for the collection of data to answer certain types of marketing research questions.

The opportunities for online and digital research for direct data gathering are obviously in two forms, that is new forms of data gathering and using more traditional methods online; it is expected that you will discuss both aspects.  However, there are also newer methods of primary data gathering that are available online and you need to demonstrate an awareness of the use of techniques that rely on ‘big data’ also.

The question is looking for criticality, and as there is a request for you to ‘evaluate’ these methods, which calls for discussion showing judgment against relevant criteria. 

You will be expected to indicate through your argument some balancing arguments related to these methods, and in some form of conclusion what the current judgment is about their use.  Your essay should be appropriately supported by appropriate academic and other sources.

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