solution

Download the Durex Global Sex Survey (GSS) (http:// www.durex.com/cm/gss2005results.asp). The survey was conducted online via the durex.com website. Durex claims that their survey is the largest sexual health research project of its kind in the world. More than 317,000 people took part from 41 countries.

a. What do you envision as the main challenges in developing and conducting a survey like the GSS?

b. The survey was conducted online. What are the key benefits of doing this online compared to more traditional survey methods? What are the possible drawbacks?

c. How would this survey benefit SSL, the British company that owns the Durex brand in formulating their marketing strategy (another big brand the company owns is the Scholl footwear brand)? Do you see other possible payoffs?

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