Cinemark is a national movie company with over 500 theaters and over 5,000 screens in the U.S. and Latin America. It boosts its Cinemark XD, IMAX, and RealD 3D movie experiences and its reserved luxury lounger seating. For a two-week period, during the entertainment, previews, and other commercial content that displays before movies start, Cinemark asks audience members to go online and take a three-minute survey about Cinemark. During these three minutes, the movie screen goes black and background music plays while audience members complete the survey using their mobile phones. Think carefully and identify what data collection method is being used here. What limitations of this method are overcome by the way Cinemark implements it? Is this approach consistent with current trends in marketing research surveys?
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