Field Research Flashcards
Describe a personal interview
interviewer conducts a face to face interviewer with a consumer using a questionare to ask them questions
advantages to personal interview
interviewees can give more detailed responses
any confusion over questionare answers can be clarified at the time
disadvantages to personal interview
method is ver time consuming and expensive
respondents might give inaccurate answers because they dont feel comfortable responding negatively
describe telephone survey
when an interview is held over the phone and a serious of questions are asked
advantages to telephone survey
cheaper than other methods
allows a wider geograohical area to be covered quickly
information is obtained instantly
confusion over questions can be clarified
disadvantages to telephone interview
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
describe test marketing
when a new product si made avaiable in a restricted geographical market to see custoemrs reactions to it
advantages to test marketing
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
disadvantages to test marketing
time consuming and expensive process especially if product doesnt test well in the beginning
describe epos
gathering information from customer using their credit cards when they make a purchase
advantages of epos
can quickly gather large amounts of valuable info about shopping habits
disadvantages to epos
very expensive system to set up
opinions are not gathered
describe postal survey
when questionares are sent to the public through post
dusadvantages to postal survey
response rate is very limited
responses can take a long time to be returned
describe hall test
group of consumers are gathered in the same place and asked to try and give their opinion of a product
advantages of hall test
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
feedback can be gathered instantly
disadvantages of hall test
consumers might give the response they think the org wants to hear rather then their actual opinion
describe obersvation
involves watching customers in stores to observe things such as the length of time it takes for customers to decide on a purchase
advantages of observation
allows for a lareg number of consumers to be observed during a specific period fo time
releatively cheap option
disadvantages of observation
can be time consuming
customers aren’t asked why they made certain decision so information gathered is not complete
describe focus group
when a group of consumers are brought together to answer and discuss questions that have been developed by market researchers
advantages of focus group
relatively cheap
detailed feedback can be given to the organisation
disadvantages of focus group
group of consumers might not be fair representation of the market segment the org is interested in
describe online survery
when a consumer survey is published on the internet
