Marketing Research Methods

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Candidates must answer TWO questions.


Describe what kind of data is analyzed in a qualitative research project, giving examples of at least three data-gathering techniques and discussing the generalizability of results. Your answer should refer to any titled qualitative research project and should include the strengths and limitations of the methods used.
(50 Marks)


You are about to start a research project and need to write a literature review. Describe the most important characteristics of a well-written literature review and what its goal should be. You should present each step of the process towards achieving a high-quality literature review, including the types of documents you would include.
(50 Marks)


You are a research scientist leading the development of the COVID-19 vaccine for a pharmaceutical company. The vaccine has been successfully developed and now your team needs to conduct clinical trials on the population to determine the efficacy and safety of the vaccine.
How would you design the research project? In your answer, clearly state the research question and objectives, theoretical perspective, research approach, methodology, recruitment of participants and type of data collected.
Describe any practical and ethical considerations for this research.

(50 Marks)


How would you define research ethics and to what extent do you agree that ethical approval should be mandatory before undertaking any social research?
In your answer, you should include the principles of research ethics and present ONE example where ethical approval is necessary, and ONE example where it should be not compulsory for researchers, ensuring you include any legal implications.
(50 Marks)



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Marketing Research Methods

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