LESSON 4

Question 1

Can be defined as the process of gathering, analyzing and interpreting the information about the products or the services to be offered for sale to the potential consumers in the market.

Answer 1

Market Research or Marketing Research Process

Question 2

Is the most valuable tool in any type of research study. Inaccurate data collection may cause mistakes and ultimately lead to invalid results.

Answer 2

DATA COLLECTION

Question 3

Are the most common way to gather primary research with the use of questionnaires or interview schedule.

Answer 3

SURVEYS

Question 4

Is one of the most reliable and credible ways of getting relevant information from target customers.

Answer 4

INTERVIEW

Question 5

Are the traditional method of conducting an interview. It allows the researcher to establish relationship with potential participants and therefore gain their cooperation. It generates highest response rates in survey research.

Answer 5

Personal Interviews

Question 6

Are less expensive and less time consuming, but the disadvantages are that the response rate is not as high as the face-to-face interview, but considerably higher than the mailed questionnaire.

Answer 6

Telephone Interviews

Question 7

Is an excellent method for generating and screening ideas and concepts. It can be moderated group interviews and brainstorming sessions that provide information on user’s needs and behaviors.

Answer 7

FOCUS GROUP DISCUSSION (FGD)