3. Intel would like to gain a better understanding of how businesses select PC a

Question

3. Intel would like to gain a better understanding of how businesses select PC and network communications products. What type of research design should be adopted? 6. If a survey is to be conducted to determine businesses’ selection criterion for choosing PC and network communications products, which survey method should be used and why? 7. Design a questionnaire for determining businesses’ selection criterion for choosing PC and network communications products. 8. Develop a suitable sampling plan for conducting the survey identified in question 7.

Explanation / Answer

If a survey is to be conducted to determine businesses’ selection criterion for choosing PC and network communications products, which survey method should be used and why?

The survey method is used by market researchers as it is a quantitative, descriptive method of research. It uses a structured questionnaire given to a sample of a population, which asks for specific data from respondents. Respondents can be asked a wide range of questions which could provide researchers about the respondent’s behaviour, intentions, attitudes, awareness and motivations etc. Surveys are used as it is relatively easy for marketer researchers to gather information from a large range of people and it requires only a limited amount of resources which makes it very simple to administer. Surveys provide a quick, inexpensive, efficient and accurate mean of assessing information about a population (Zikmund et al, 2014). A personal interview is a form of direct communication in which an interviewer asks respondents questions face to face. By using personal interviews market researchers are able to receive feedback from respondents. If an interviewer feels that a respondent is being too brief or unclear, they can probe them for a more comprehensive or even a clearer explanation. Personal interviews are helpful because they allow for respondents to see new product samples sketches of proposed advertising or even visual ads, which enables them to gain a special insight into a corporation which in turn makes them feel special and feel like an integral part of the brand. According to the Australian Market & Social Research Society (AMSRS) ‘Code of Professional Behaviour’, respondents should be informed about the nature of surveys and that surveys should not be used as means of telemarketing or promoting a company’s products or services (Zikmund et al, 2014). It is of the utmostimportance that participants’ anonymity is strictly preserved and kept confidential.

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