Improve The Survey Case Study

Please identify at least 10 concerns with this case study and suggest how you may make changes to improve the survey.
A marketing research firm has been commissioned to conduct a survey on the likeability of a potential new candidate in riding A against an incumbent whose political party is not doing very well. However, the incumbent is liked by his constituents and they have a favourable view of this politician. The new candidate for the opposition party is well known in the community and his organization sponsors several community events each year.
The opposition party is eager to present a positive findings of their new candidate and they want to show a strong likability of their candidate.
The polling company in preparing to conduct the survey realized that the big summer bash sponsored by their client was coming up, and they decided to capitalize on this event. They polling company decided to conduct surveys using a mixed mode. …show more content…
There would be a big grand prize that would be available at the end of summer and would be announced at the Labour Day weekend bash. All participants were asked to share the contest with the member of the community- in order to build a great community.
The campaign was very successful and several thousand members of the community provided their name, phone number and e-mail contact and agreed to be contacted.
The researcher is of the opinion that the attendees at the summer bash is representative of the community and that a representative sample of the community can be drawn from those who voluntarily agreed to participate.
The researcher contacted the potential respondents by phone, email and text with questions to gauge the likeability of the