market research Flashcards
benefit and drawback of personal interviews
- questions can be asked to aid understanding
- can be expensive to train researchers
benefit and drawback of focus group
- detailed feedback can be given
- the sample size tends to be small and respondents may be too positive
benefit and drawback of telephone surveys
- instant feedback can be given
- sometimes gains a hostile response from the person
benefit and drawback of postal survey
- the survey can be sent to many customers
- low response rate as surveys are viewed as junk mail
benefit and drawback of observation
- customers will act naturally as they don’t know they are being watched
- samples are often random and not representative of all consumers.
benefit and drawback of test marketing
- respondents get to try out a product
- not representative of the wider market
benefit and drawback of social networking surveys
- can gather large amounts of information quickly
- comments are public so competitors can read
benefit and drawback of internet surveys
- buyers can be classified within market segments
- some people regard online surveys as interference
Electric point of sale
A computerised system used in shops, restaurants and other retail outlets to let people pay for goods or services.
Gathers information about consumer behaviour.
sampling
It would be expensive and time-consuming to collect market research data from the whole population of a market.
random sampling
Random sampling does not target any specific consumers or segments of the market.
quota sampling
The aim of quota sampling is to obtain a sample that is representative of the overall population.
random sampling advantage and disadvantage
- less chance of bias
- does not accurately reflect the target marker
quota sampling advantage and disadvantage
- cheaper as fewer respondents are required
- risk of bias because the interviewer decides who to question
