Field Research

Question 1

Describe a personal interview

Answer 1

interviewer conducts a face to face interviewer with a consumer using a questionare to ask them questions

Question 2

advantages to personal interview

Answer 2

interviewees can give more detailed responses
any confusion over questionare answers can be clarified at the time

Question 3

disadvantages to personal interview

Answer 3

method is ver time consuming and expensive
respondents might give inaccurate answers because they dont feel comfortable responding negatively

Question 4

describe telephone survey

Answer 4

when an interview is held over the phone and a serious of questions are asked

Question 5

advantages to telephone survey

Answer 5

cheaper than other methods
allows a wider geograohical area to be covered quickly
information is obtained instantly
confusion over questions can be clarified

Question 6

disadvantages to telephone interview

Answer 6

difficult to persuade people to talk at length over the phone
people tend to answer in short responses to get the survery over with quickly

Question 7

describe test marketing

Answer 7

when a new product si made avaiable in a restricted geographical market to see custoemrs reactions to it

Question 8

advantages to test marketing

Answer 8

allows org to determine the reaction of the product on a small scale before committing to mass market
allows any issues to be corrected before mass launch

Question 9

disadvantages to test marketing

Answer 9

time consuming and expensive process especially if product doesnt test well in the beginning

Question 10

describe epos

Answer 10

gathering information from customer using their credit cards when they make a purchase

Question 11

advantages of epos

Answer 11

can quickly gather large amounts of valuable info about shopping habits

Question 12

disadvantages to epos

Answer 12

very expensive system to set up
opinions are not gathered

Question 13

describe postal survey

Answer 13

when questionares are sent to the public through post

Question 14

dusadvantages to postal survey

Answer 14

response rate is very limited
responses can take a long time to be returned

Question 15

describe hall test

Answer 15

group of consumers are gathered in the same place and asked to try and give their opinion of a product

Question 16

advantages of hall test

Answer 16

as a group of consumers is being tested at the same time it is more time and cost effective
custoemrs can experience the product for themselves

Question 17

disadvantages of hall test

Answer 17

consumers might give the response they think the org wants to hear rather then their actual opinion

Question 18

describe obersvation

Answer 18

involves watching customers in stores to observe things such as the length of time it takes for customers to decide on a purchase

Question 19

advantages of observation

Answer 19

allows for a lareg number of consumers to be observed during a specific period fo time
releatively cheap option

Question 20

disadvantages of observation

Answer 20

can be time consuming
customers aren’t asked why they made certain decision so information gathered is not complete

Question 21

describe focus group

Answer 21

when a group of consumers are brought together to answer and discuss questions that have been developed by market researchers

Question 22

advantages of focus group

Answer 22

releatively cheap
simple way to discuss and gather info on customers views on a product

Question 23

disadvantages of focus group

Answer 23

group of consumers might not be fair representation of the market segment the org is interested in

Question 24

describe online survery

Answer 24

when a consumer survey is published on the internet

Question 25

adv of online survey

Answer 25

cost effective method of surveying as it does not require an interviewer
consumers can be reached worldwide

Question 26

dis of online survey

Answer 26

wont gather opinions of those who do not have online access

Question 27

describe consumer panel

Answer 27

where a panel of customers are asked to use a product and give their reactions over time

Question 28

adv of consumer panel

Answer 28

builds a strong picture of how reaction to a product changes over time

Question 29

dis of consumer panel

Answer 29

very time consuming and expensive to maintain

Question 30

describe social networking

Answer 30

finds out about customers reactions to products

Question 31

adv of social networking

Answer 31

can gather large amounts fo valuable info quickly from large number of the public

Question 32

dis of social networking

Answer 32

completely discounts those without social networking sites
info is public so comments made by customers can be viewed by competitiors

Question 33

Advantages of postal survey

Answer 33

relatively cheaper because it doesn’t need an interviewer
larger area can be covered more easily