Field Research Flashcards
What is sampling?
The total of potential customers of a business’s product is known as the population.
This is selecting people from that population to conduct market research on, that can be used.
What are methods of sampling?
- Random sampling
- Quota sampling
What is random sampling?
Random sampling refers to when the sample is picked randomly, e.g using a telephone directory or list of customers.
What are random sampling advantages?
- No bias is shown by researcher.
- Saves time in selecting the sample.
What are random sampling disadvantage?
- Samples may not reflect the target market.
- Can over-represent a certain segment, e.g all males could be chosen at random.
- Can be expensive as many calls may have to be made if customers lists are not up-to-date.
What is quota sampling?
Quota sampling refers to when the researcher chooses from a group of people with certain characteristics.
What are quota sampling advantages?
- Quick and easy method as group lists are pre-made.
- Can select customers that reflect the target market.
What are quota sampling disadvantages?
- The exact sample from each group is not randomised, so researcher bias could be involved.
What is telephone survey?
A market researcher telephones customers, usually at home, and asks them questions.
What are advantages of a telephone survey?
- Easy to targets specific customers.
- Information is obtained immediately and can be clarified if necessary.
What are disadvantages of telephone survey?
- Customers can feel that telephone surveys are intrusive and may not wish to respond.
- Only short surveys can be carried out.
What is a postal survey?
A survey is sent to customers through the post and is returned once completed.
What are advantages of postal survey?
- Easy to target specific customers.
- Customers can choose to complete the survey at a time that is most convenient to them.
What are disadvantages of postal survey?
- Questions must be simple and easy to follow for the best result.
- Customers often view postal surveys as ‘junk mail’ and will simply ignore them.
What are online surveys?
A website or email is used to ask customers questions.
What are online survey advantages?
- Customers can be surveyed across a very large geographical area.
- Online software can often be used to collate and analyse the results easily.
What are online survey disadvantages?
-The responses may be too brief to be meaningful, as clarification cannot be gained.
- Access to the internet must be available.
What are personal interviews?
This is often conducted as a street survey or by ‘cold calling’ at customers homes.
What are advantages of personal interviews?
- Allows two way communication. The interviewer can respond to the customers body language, tone of voice and facial expression to encourage fuller responses.
What are disadvantage of personal interviews?
- It can take a lot of time to conduct the interviews.
- Customers may feel that this sort of questioning is a nuisance and may not wish to respond.
What are hall tests?
This refers to when a product is given to customers to try and their feedback is gathered.
What are advantages of halls test?
- Good quality feedback can be gathered based on the product trial, allowing changes to be made.
- Inexpensive and easy to do.
What are disadvantages of halls tests?
- Customers opinions and feelings can be more difficult to analyse.
- Customers might feel they need to give a positive response as they have been given a free product.
What are focus groups?
Focus groups refers to when a group of customers is brought together and asked to answer and discuss questions put forward by a market researcher.
What are advantages of a focus group?
- More in-depth feedback can be gathered.
- Customers have agreed to participate so considered responses are more likely.
What are disadvantages of a focus group?
- Participants are often paid, which can increase R&D (research and development) costs.
- Strong personalities within the group can sway discussion and opinion.
What is consumer audit?
Consumer audit is used by large market research companies to continuously monitor customer habits and influences. One means of auditing is to ask some customers to record their responses to products they have purchased.
What are advantages of consumer audit?
- As the information is gathered over a period of time, customer trends can be identified.
- More detailed feedback can be gathered on products and so shapes future changes.
What are disadvantage of consumer audit?
- Participants receive payment so this method can be expensive.
- Information recorded may be inaccurate or incomplete, and therefore unhelpful.
What is test marketing?
Test marketing refers to when a new product is launched in a regional area and the reaction is monitored. Successful products are then launched to a wider market.
What are test marketing advantages?
- Changes can be made to products before they are launched to a wider market.
- Money can be saved on launching a product to a wider market if it is unsuccessful in the test area.
What are test marketing disadvantages?
- Customers in one area may have tastes that are nor representative of the wider market.
What is electronic point of sale (EPOS)?
EPOS refers to when information on customer preferences and habits is gathered as their loyalty cards are swiped through electronic tills. Used in conjunction with loyalty schemes to match purchasing information with customer details.
What are advantages of EPOS?
- Gather vital information about consumer behaviour, such as when they buy, what they buy, how they react to promotions or price changes, which can allow an effective marketing mix to be formed and inventory ordered accordingly.
- Allows retailers to offer promotions, for example, money-off coupons, tailored to the individual customer’s actual needs and preferences.
What are disadvantages of EPOS?
- It can be very expensive to set up the systems.
- It can be time consuming to set up.
- When used with loyalty schemes, reward points lead to money-off vouchers which lower potential profit for the business.
- Information can incomplete if customers decided to shop elsewhere at times.
