Chapter 5.5

Question 1

What iss Primary research?

Answer 1

Primary research is when prospective or existing customers are interviewed by the organisation themselves.

Question 2

What is Secondary research?

Answer 2

Secondary research is the examination of existing data that has already been published usually by another organisation, to determine attitudes and preferences

Question 3

What are the different interviewing methods?

Answer 3

1 Computer-assisted personal interviewing (CAPI)
2 Computer-assisted telephone interviewing (CATI)
3 Computer-aided web interviewing (CAWI)

Question 4

Explain Computer-assisted personal interviewing (CAPI)?

Answer 4

is where the person being interviewed and the interviewer are together in the same room. The Interviewee is asked questions in one of two ways:
1 they sit in front of a computer and answer the questions put to them by the laptop
2 An interviewer asks them questions as prompted by the computer

Question 5

Explain Computer-assisted telephone interviewing (CATI)

Answer 5

This is where the interviewer is normally to be found in a call center. The process commences with the computer dialing the phone number of the selected interviewee and then proceeds as for a personal interview, with the interviewer asking the questions and recording the answers.

Question 6

Explain Computer-aided web interviewing (CAWI)

Answer 6

Market research companies often have a data base of people who are willing to take part in Market research; or a company may contact some of its customers. These are asked to log on to a particular site and answer a series of questions online by completing a questionnaire or web form.

Question 7

What is research in advertising media?

Answer 7

This is the use of market research to judge how effective a particular advertisement is.

Question 8

What is research in public opinion?

Answer 8

Many governments use market research to analyse the reaction to proposed economic change or legislation that they are planning.