Final answer:
In global marketing research, it is recommended to utilize a mix of techniques to account for the strengths and limitations of each method. The selection should be based on the specific research question and study topic.
Step-by-step explanation:
In global marketing research, it is advisable for the plan to use a mix of techniques. This is because each research method has its own strengths and weaknesses, and different methods may be more or less suitable for certain types of research questions. Surveys, for instance, can collect data from large samples which allows for generalization to the larger population, but the information collected is limited and can be influenced by self-report bias. Ethnographic field research, participant observation, and interviews offer more depth but are generally limited by smaller sample sizes.
Choice of research method should also consider the topic of study and specific research question. Research methods like archival research, survey research, and ethnography each come with unique advantages and disadvantages. Depending on the research goals and context, sociologists may opt for surveys, ethnographic field studies, content analysis, or comparative historical secondary data analysis, or a combination of these methods to gather robust and relevant data.