Q1: I suggest to use the Computer - Assisted Personal Interview (CAPI) to do the
market research. Because the target of it is people in the mall, who have much
higher willing to consume. I will also focus on the customers who just visit or leave
car dealership. Instead of using Mall-Intercept Personal Interviews , CAPI is able to
simplify the process of interview and increase the willingness of consumers to be
interviewed.
Q2:I will suggest E-mail surveys. The company wants to know the level of desirability
among U.S. car-buying public which is a big research. To collect so much data, the
method of researching must be low cost and high speed, so the E-mail survey
become a proper way. Besides, the research can collect the information of media
preferences of consumers at the same time by adding additional questions. This
method is able to achieve the goal the most.
Q3:I will suggest mall intercept. For some people may have not consider about this
question before, it had better have some helpers to assist them answer the question.
In addition, this way can aim to the specific consumer, like adults or career people,
and improve the accuracy of the research.