Research Methodology Comparison Essay

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Market Research Tools

Nike wants to evaluate its perceived customer services. They want to use the following research tools. Personal Interview; Mail Surveys; Self-Administered questionnaires and Telephone Interviewing. Compare and contrast these research tools.

All of the research tools listed can be useful for eliciting information from retail customers. However, they all have specific benefits and weaknesses depending on the particular purpose and circumstances of their proposed use. In principle, there will be a trade-off between market research methods that allow for the greatest flexibility on the part of the entity collecting data and those methods that allow for the least flexibility, represented by lesser and greater standardization and uniformity, respectively. Therefore, the optimal market research method typically depends on the goals established for the research project, something that is highly consistent across different industrial and educational applications of research methods (Myers & Spencer, 2010; Pickering, 2011).

For example, personal interviews allow the greatest depth of interview because they provide an opportunity for the interviewer to ask follow-up questions based on the specific responses to earlier questions (Pickering, 2011).

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This format allows the greatest flexibility in terms of pursuing clarification of initial responses and in terms of ensuring the lowest possible potential for misunderstanding on the part of the researcher (Pickering, 2011).

Likewise, telephone interviews offer many of the same advantages as the personal interview except that they provide a narrower range of potentially meaningful sources of information, especially in connection with unintentional cues generated by the subject (Myers & Spencer, 2010). During personal interviews, the interviewer has the opportunity to observe the subject directly and to develop opinions about the veracity of responses based on non-verbal elements of communication that are not available to the interviewer during telephone interviews. Those non-verbal elements may suggest additional follow-up questions or avenues of inquiry on the part of the interviewer. One potential weakness….....

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