Marketing

Question 1

Define the definition of field research

Answer 1

This involves finding out information first hand (primary information) directly from the public/consumer.

Question 2

outline 2 advantages of field research

Answer 2

1) Information is gathered specific to your purpose.
2) Information is up-to-date.

Question 3

outline 3 disadvantages of field research

Answer 3

1) It is more expensive to gather compared to desk research.
2) It is more time consuming to gather compared to desk research.
3) People may not always give truthful answers in response to questions.

Question 4

Define the definition of desk research

Answer 4

This uses secondary data, which is information which is already available, either from inside the business or from outside the business.

Question 5

outline 2 disadvantages of desk research

Answer 5

1) Information may be out of date.
2) Information is available to our competitors.

Question 5

outline 2 advantages of desk research

Answer 5

1) It is cheaper to access existing information rather than having to collect information from scratch.
2) It is less time consuming to gather compared to field research.

Question 6

Describe a Survey

Answer 6

These are forms which contain a series of questions. They are designed to obtain answers to questions which will help gain peoples’ opinions.

A sample of people will be questioned.

Examples include: face-to-face, by telephone or by post

Question 7

Describe a Consumer Panel or focus group

Answer 7

This is when a group of people are gathered together and are given a product to look at. This allows initial reactions to be recorded. Their opinions are obtained on the design of the product, colour, shape etc and what they like and dislike about the product.

Question 8

Describe a consumer test marketing

Answer 8

The product is tried out on a small section of the market, in a limited area eg Aberdeen only.

Allows teething problems to be sorted out before the launch of the product nationally or worldwide