cooked

Question 1

What are 3 reasons why organisations target specific customers (market segments)

Answer 1

• Product can be designed to meet specific needs of the target market.
• Advertising and promotions can be designed specifically for target market.
• Prices can be more accurately set to reflect the particular target market.

Question 2

What are 5 different groups organisations can segment the market into.

Answer 2

• Age
• Gender
• Geographic Location
• Income
• Family size

Question 3

What is the definition of field research?

Answer 3

This involves finding out information first hand (primary information) directly from the public/consumer.

Question 4

What is the definition of desk research?

Answer 4

This uses secondary information which has already been gathered for another purpose , either from inside or outside the business.

Question 5

Outline 2 Advantages of field research.

Answer 5

• Information is gathered specific to your purpose.
• Information is up-to-date.

Question 6

Outline 3 disadvantages of field research.

Answer 6

• It is more expensive to gather compared to desk research.
• It is more time-consuming to gather compared to desk research.
• people may not always give truthful answers in response to questions.

Question 7

Outline 3 advantages of desk research.

Answer 7

• It is cheaper to access exsisting information than having to collect information from scratch.
• It is easier to obtain by looking in a newspaper or on a website as the research has already been carried out.
• Decisions can be made quickly as the information already exists.

Question 8

Outline 3 disadvantages of desk research

Answer 8

• Information may be out of date as it may have been collected a long time ago and so may not be relevant any more.
• Information is also available to competitors making it harder to find a competitive edge.
• The information may not be as useful as the research may have been carried out for a different purpose.

Question 9

What are 2 advantages and disadvantages of a personal interview

Answer 9

• The researcher can encourage the respondent to answer certain questions
• The interviewer can observe the respondents body language
• It is a more costly method of research as the interviewers need to be trained.
  It is very time consuming as only one respondent can be interviewed at a time.

Question 10

Name 2 advantages and disadvantages on a telephone survey.

Answer 10

• Information is obtained immediately.
  Any points can be clarified by the researcher.
• People usually find these calls annoying and so has a low response rate.

Question 11

Name 2 advantages and disadvantages of a postal survey

Answer 11

• reaches a large number of people over a wide geographical area.
• People can complete their survey at their own pace when it suits them
• The response rate is usually very low.
  -There is no opportunity for the respondent to get clarification on anything they don’t understand.

Question 12

Name 2 advantages and disadvantages of an online survey.

Answer 12

• A link can be sent to a large number of people all over the world.
• Computer software can automatically collate and display results in real time.

-Relies on respondents having access to the internet.
- no personal conta