Assignment task: Nike is debating about doing a survey to assess the brand's perception with college students. They want to conduct research at The University of Alabama given the large cross-section of individuals, and think a survey would be perfect to glean this information. Before preparing the survey, a leader asks - "why should we do a survey?". They want to know the pros and cons associated with using this method as a market research tactic.
Q1. How would you describe the pros and cons of survey research to them? How might this affect them if they indeed visit the University of Alabama and look to survey students?
Q2. Could they (should they) even travel to the University of Alabama to survey students? Could they do it without visiting in person?
Q3. What type of survey research method would you recommend if they wanted to reach the maximum number of students, and glean the most relevant and accurate insights to help shape the future of their brand and its ability to connect with college students?