HBM Marketing

Question 1

field research

Answer 1

involves gathering brand new information suitable for the business’s exact needs

Question 2

desk research

Answer 2

involves gathering and analysing information that has already been gathered

Question 3

advantages of desk research

Answer 3

one advantage of desk research is it is timely meaning desk info is quick to gather. It is cost effective meaning desk info does not require trained and paid interviewers or research companies.
It is available meaning it already exists so it is easy to look up.

Question 4

Disadvantages of desk research

Answer 4

Not objective meaning it is collected and presented by someone else so could be bias.
Not appropriate meaning it is not fit for the exact purpose and may have to be shoehorned to fit the business’s needs
Not concise meaning the researcher may have to read through a lot of info to get what is needed.

Question 5

Advantages of field research

Answer 5

Complete meaning it should have no parts missing
Timely meaning the info is up to date
appropriate meaning is fit for the purpose its used for
Accurate meaning info is correct and can be validated

Question 6

Disadvantages of field research

Answer 6

not cost effective meaning info requires trained and paid interviewers or expensive research companies.

Question 7

Random sampling

Answer 7

The sample is picked randomly eg. using a telephone directory of list of customers

Question 8

Quota sampling

Answer 8

The researcher chooses from a group of people with certain characteristics