market research

Question 1

what is field research?

Answer 1

• this involves carrying out research to gather brand new information

• this is information that is usually gathered for a specific purpose and therefore first hand information

• field research gathered is called primary information

Question 2

two advantages of field research

Answer 2

• information is new so it is up to date and reliable

• it is gathered for a specific purpose so it is relevant and meaningful

Question 3

three disadvantages of field research

Answer 3

• it is expensive to carry out because costs may be incurred to get this information and so reducing profits

• it can be time consuming to carry out field research and the analyse the results delaying decision making

• people need to be trained in how to carry the research out properly

Question 4

what are 6 methods of field research?

Answer 4

• hall test
• observation
• focus group
• social networking
• personal interview
• postal survey

Question 5

what is desk research?

Answer 5

• this involves looking at information that is already available to see
• it can come from within an organisation or out-with an organisation
• desk research gathered is called secondary information

Question 6

what are 3 advantages of desk research?

Answer 6

• usually easy to obtain as already gathered

• relatively cheap to gather compared to field research as research is already there

• decisions can be made quickly because information is already there

Question 7

what are 3 disadvantages of desk research?

Answer 7

• the information might not be as reliable as field research as it was carried out for a different purpose at a different time

• it might not be up to date or relevant as it was carried out a long time ago

• the information could be biased or completely wrong and therefore inaccurate decisions could be made

Question 8

what are 4 methods of desk research?

Answer 8

• websites
• newspaper articles and magazines
• government reports
• textbooks