Conducting research generates unique challenges. This week you will be examining some of the challenges faced by AGT, Inc., a research company based in Pakistan whose task was to evaluate market potential for an amusement park in Karachi, a large city in Pakistan.
After reading "Case 2: AGT, Inc." as well as the articles titled "International Insights: Insights from Being Onsite" and "Marketing Research, Market Orientation and Customer Relationship Management: A Framework and Implications for Service Providers," write a 3- to 4-page paper, in APA format, addressing the following questions:
What are the objectives of the research project? Does the survey satisfy these objectives?
How do the elements of culture affect research design, collection of data, and analysis?
What alternative data collection methods might be useful to pursue? What are the strengths and weaknesses of these alternative methods?
How might research be used to maintain a market orientation and strong customer relationships, assuming the park project goes forward?