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Marketing Research by Naval Bajpai

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Chapter 7

Data Collection: Survey and Observation

LEARNING OBJECTIVES

Upon completion of this chapter, you will be able to:

  • Learn about survey method of data collection and classification of survey methods
  • Understand the comparative evaluation of different survey methods
  • Learn about advantages and disadvantages of different survey techniques
  • Understand different observation techniques and classification of observation methods
  • Learn about advantages and disadvantages of observation
RESEARCH IN ACTION: FORCE MOTORS LTD (BAJAJ TEMPO LTD)

Incorporated in 1958, Force Motors started production of the Hanseat three-wheelers in collaboration with Vidal & Sohn Tempo-Werke, Germany. Force Motors Ltd, owned by the Firodia Group, is a vertically integrated ...

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