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.