Question

• For each of the data collection methods (observational, experimental, survey,
focus group, in-depth interview), an instrument can be designed to collect the
primary data.
• The two most important research instruments for collecting primary data are the
questionnaire and mechanical or electronic equipment.
• When designing the questionnaire, the type of questions, their form, wording and
sequences must be considered carefully.
• Mechanical or electronic equipment include instruments such as galvanometers,
tachistoscopes, cameras, electronic and mechanical meters.
– These instruments vary from simple counters that measure, for example, the number of
people passing through a rotating gate, to refined reaction-measuring instruments that
assess, for example, emotional reactions to a particular advertisement.
For the purposes of this book, we will focus on the questionnaire as the most
common measuring instrument used to collect data for marketing research.
make it one short sentence in simplest english

Answer 1

We will focus on questionnaires, the most common tool for collecting marketing research data, while also noting other methods like observations, experiments, surveys, focus groups, and interviews.