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    Differences between Secondary and Primary research

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    (1)Distinguish between probability and nonprobability samples. Why are nonprobability samples so popular in marketing research? Is their popularity justified?

    (2)It has been said that, to some degree, coding of open-ended questions is an art. Would you agree or disagree? Why?

    (3)Please compare and contrast the differences between Secondary and Primary research?

    Which is more valuable to the marketer? Defend your position.

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    Solution Preview

    Please refer to the attached file for the response.

    PRIMARY AND SECONDARY DATA: WITH A DISCUSSION ON SAMPLING

    Probability and nonprobability samples
    Probability samples are respondents identified through the use of probability sampling techniques. Probability sampling is a technique in which the members of the research population have a known chance to be picked as respondents in a particular study. Nonprobability sampling is a technique in which the chance that members of the target population to be picked as respondents is unknown.
    A common example of probability sampling techniques is simple random sampling. In this technique, the chance that a member of the population will be picked is known and equal. In a population of 5,000 members, the chance that a member is chosen as a sample is 1/5000. Other probability sampling techniques are: systematic sampling, cluster sampling, and stratified sampling.
    An example of ...

    Solution Summary

    The differences between secondary and primary research is examined. Why nonprobability samples are so popular in marketing research is given.

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