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Accuracy of Marketing Research

The accuracy of marketing research data collected depends on the following factors:

  • The size of the sample: the bigger the better.
  • Type of sample: Quota sample may be more accurate then random sampling.
  • Testing the questionnaire on a small sample and improving it and then going in for an actual survey will be more accurate rather than going straightaway for data collection.
  • Primary Research tends to be more accurate than secondary research because the later might be carried out by someone else for other purpose. Moreover you can never be sure of the methods of collecting it.
  • Newspaper articles may be biased, Statistics may be outdated.



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