Management of Marketing

Question 1

Describe the definition of Field Research

Answer 1

Field research refers to finding out information first hand (Primary Information) directly from the public/consumer

Question 2

Describe the definition of Desk Research

Answer 2

Desk research refers to using secondary information which has already been gathered for another purpose either from inside or outside the business.

Question 3

Identify all Field Research Methods

Answer 3

Personal Interview
Telephone Survey
Postal Survey
Online Survey
Focus Group
Social Networking Websites

Question 4

Describe a Personal Interview

Answer 4

Personal interview refers to a face-to-face discussion between a trained interviewer and a respondent which can take place in the street or at home

Question 5

Describe a Telephone Survey

Answer 5

Telephone Survey is when people are contacted by telephone and asked to answer a range of questions

Question 6

Describe a Postal Survey

Answer 6

A list of questions is sent to people through the post. They will complete the survey and send it back to the business.

Question 7

Describe a Online Survey

Answer 7

People answer a number of questions that are displayed on a website. Respondents may have to click an appropriate answer and/or type in comments

Question 8

Describe a Focus Group

Answer 8

A selected group of people is gathered to take part in a discussion about a product. Their opinions are obtained on the design, color, shape etc and what they like and dislike about the product.