HBM Market Research Flashcards

1
Q

Desk research

A

Involves researching and analysing information that has already been gathered.

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2
Q

Field research

A

Involves gathering brand new information directly from the consumer, which is suitable for the business’s exact needs.

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3
Q

Advantages of desk research

A

Timely – desk information is quick to gather.

Available – desk information already exists so is easy to look up.

Cost effective – desk information does not require trained and paid interviewers or research companies.

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4
Q

Disadvantages of desk research

A

Not objective – desk information is collected and presented by someone else, so could be biased.

Not appropriate – desk information is not fit for the exact purpose and may have to be ‘shoehorned’ to fit the business’s needs.

Not concise – the researcher may have to read through a lot of information to get what is needed.

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5
Q

Advantages of field research

A

Complete – field information should have no parts missing.

Appropriate – field information is fit for the purpose it is needed for.

Timely – in the respect that the information is up to date.

Accurate – information should be correct as it can be validated.

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6
Q

Disadvantages of field research

A

Not cost effective – requires trained and paid interviewers or expensive research companies.

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7
Q

Random sampling

A

Sample is picked randomly, e.g. using a telephone directory/list of customers.

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8
Q

Quota sampling

A

Researcher chooses from a group of people with certain characteristics.

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