Problem:
In the last quarter of 2001, Uthink conducted a survey for Strategy magazine of 1,463 Canadian university students between the ages of 18 and 21 in English-speaking provinces. The survey found that university students have a very deep understanding of marketing, but still respond to efforts that give something back to society through sponsorship and cause-related marketing. According to the marketing researchers, there was little variance in the proportionate numbers between responses by male and female respondents, or among the responses from the different provinces.
1. Explain close-ended and open-ended questionnaires. Design a questionnaire that you think might have been used for this survey.
2. With respect to this case, explain primary and secondary research. When will this research be classified as a. primary, b. secondary?