LWS: Primary Research Surveys (ENG)

This lecture explores the methodologies and strategic importance of survey research in marketing. It defines survey research as a structured approach used to produce quantifiable insights into consumer behavior, motivations, and attitudes by analyzing a population sample. The content covers various administration methods, including interview-administered formats (such as mall intercepts and telephone calls) and self-administered formats (including online, social media, and mail surveys). Additionally, the lecture addresses critical operational factors like budget, time, and data accuracy, as well as potential research errors and the ethical rights of respondents to be informed and protected.