Consumer Research

Question 1

What is consumer research?

Answer 1

Consumer research involves the collection, processing and analysis of information from consumers about their needs and wants

Question 2

What does consumer research provide to companies, manufacturers and retailers?

Answer 2

It provides them with a greater understanding of what consumers will buy.

Question 3

What heavily relies on consumer research?

Answer 3

Marketing techniques and advertising

Question 4

Who is provided with a greater understanding of what consumers will buy through consumer research?

Answer 4

Companies, manufacturers and retailers

Question 5

How many types of consumer research are there?

Answer 5

There are two types

Question 6

What are the two types of consumer research?

Answer 6

Field research and desk research

Question 7

Describe field research.

2

Answer 7

It involves collecting data and information that has not been collected previously

This can be obtained by face-to-face interviews, questionnaires, surveys or observation

Question 8

What does field research involve doing?

Answer 8

It involves collecting data and information that has not been collected previously

Question 9

How can field research be obtained?

Answer 9

by face-to-face interviews, questionnaires, surveys or observation

Question 10

What type of consumer research involves collecting data and information that has not been collected previously ?

Answer 10

Field research

Question 11

Describe desk research.

2

Answer 11

It involves collecting and analysing data and information that already exists

It can be obtained from a variety of informative sources, including the internet, newspapers and company reports

Question 12

What does desk research involve?

Answer 12

It involves collecting and analysing data and information that already exists

Question 13

How can desk research be obtained?

Answer 13

It can be obtained from a variety of informative sources, including the internet, newspapers and company reports

Question 14

What type of research involves collecting and analysing data and information that already exists

Answer 14

Desk research

Question 15

What is the purpose of field research

3

Answer 15

To find out information such as ;

How often consumers purchase a company’s product or service

How likely consumers are to purchase new products or services

What market price consumers expect to pay for a product or service

Question 16

What is the purpose of desk research?

2

Answer 16

To find out information such as:

Competitors

Market trends

Question 17

List the advantages of field research.

3

Answer 17

Information obtained is specific and can be as detailed as necessary

Information is current

Information is accurate

Question 18

List the advantages of desk research.

2

Answer 18

Information can be collected quickly

An inexpensive form of research

Question 19

List the disadvantages of field research.

2

Answer 19

Information can be time consuming to collect

Can be expensive to carry out, as numerous people are needed, e.g. to distribute questionnaires and calculate findings

Question 20

How can field research be expensive to carry out?

Answer 20

As numerous people are needed, e.g. to distribute questionnaires and calculate findings

Question 21

List the disadvantages of desk research

2

Answer 21

Information available can be quite general and lacking in detail: it may not be specific to the researchers’ needs

Information may not be current