Consumer Research - Sources

Question 1

List the difference sources of consumer research

6

Answer 1

Magazines, newspapers, television and radio programmes and websites

Salespeople

Showrooms and exhibitions

Advertising

Manufacturer leaflets

Other people/word of mouth

Question 2

Describe magazines, newspapers, televisions and radio programmes and websites as a source of consumer research.
(2)

Answer 2

They provide detailed information about products or service, e.g. price style and features

They can also offer comparison of products to enable consumers to make more informed choices

Question 3

Describe salespeople as a source of consumer research.

2

Answer 3

They offer in-depth knowledge about products or services available

However, opinions can be biased due to commission rates available for sales

Question 4

What is the main advantage of magazines, newspapers etc. as a source of consumer research?

Answer 4

They can offer comparison of products to enable consumers to make more informed choices

Question 5

What is the main disadvantage of salespeople as a source of consumer research?

Answer 5

Opinions can be biased due to commission rates available for sales

Question 6

Describe showrooms and exhibitions as a source of consumer research.
(3)

Answer 6

Car showrooms or ideal homes exhibitions

Offer in-depth knowledge about products or services

Information tends to be biased in favour of the product or service advertised

Question 7

What is the main disadvantage of showrooms and exhibitions as a source of consumer research?

Answer 7

Information tends to be biased in favour of the product or service advertised

Question 8

Describe advertising as a source of consumer research

2

Answer 8

Provides limited information about products or services

Information tends to be biased in favour of the product or service advertised

Question 9

What is the main disadvantage of advertising as a form of consumer research?

Answer 9

Information tends to be biased in favour of the product or service advertised

Question 10

Describe manufacturer leaflets as a source of consumer research

Answer 10

Often supply detailed information about products, e.g. instructions for use

Question 11

Describe other people/word of mouth as a source of consumer research.

Answer 11

They provide unbiased, truthful information based on actual experiences of products or services