market research - field and desk Flashcards
what are the two main types of market research?
- field research
- desk research
what is field research?
information that is first-hand information and has been collected by the business for a specific purpose
what are the advantages of field research?
- only the firm that collects the data has access to it
- collected for a specific purpose
what are the disadvanatges of field research?
- expensive to collect
- time consuming
what are the seven types of field research?
- face-to-face interviews
- postal surveys
- focus groups
- hall tests
- telephone interviews
- online surveys
- observation
what are the advantages of face-to-face interviews?
- two-way communication
- researcher can encourage respondent to answer
- mistakes and misunderstandings can be cleared right away
what are the disadvantages of face-to-face interviews?
- personal interviews can be expensive
- researchers have to be selected and trained
- home interviews are unpopular with consumers
what are the advantages of postal surveys?
- inexpensive
- no interviewer training needed
what are the disadvantages of postal surveys?
- questions must be simple and easy to answer
- response rates are very low, incentives sometimes needed
what are the advantages of focus groups?
- qualitative information provided in the form of opinions, feelings and attitudes
- topics can be explored in some depth
what are the disadvantages of focus groups?
- can be difficult to analyse qualitative information
- expensive
what are the advantages of hall tests?
qualitative information provided in the form of tasting or demonstrations
what are the disadvantages of hall tests?
respondents may be too positive as they feel obliged to give favourable opinion
what are the advantages of telephone interviews?
- can reach a large geographical area
- inexpensive
what are the disadvantages of telephone interviews?
response rate may be low as people may view it as a “nuisance call”
