Marketing - Market research

Question 1

Desk research - advantages and disadvantages

Answer 1

\+ quick to obtain
\+ cost effective, no trained interviewers
\+ already existing
- not objective
- not relevant
- out of date

Question 2

Field research - advantages and disadvantages

Answer 2

\+ up to date
\+ appropriate to needs
\+ accurate
- costly
- time consuming

Question 3

Random sampling advantages and disadvantages

Answer 3

\+ saves time in selecting sample
\+ no bias shown by researcher
- sample may not reflect target market
- can over represent certain segment
-  specific respondents must be interviewed and contacted until they are available

Question 4

Quota sampling advantages and disadvantages

Answer 4

+ can select customers that reflect the target market
+ less expensive as the interviewer simply needs to find suitable respondents
- could cause bias

Question 5

4 Methods of field research PETT

Answer 5

• personal interview
• EPOS
• telephone survey
• test marketing

Question 6

Telephone survey - advantages and disadvantages

Answer 6

+ specific areas
+ information obtained immediately
- customers feel its intrusive
- only short surveys can be carried out

Question 7

Personal interview advantages and disadvantages

Answer 7

+ detailed, follow up questioning

• time consuming, expensive
• nuisance to customers

Question 8

Test marketing advantages and disadvantages

Answer 8

+ changes made before full launch
+ money saved if unsuccessful
- one area isn’t representative of tastes

Question 9

EPOS - advantages and disadvantages

Answer 9

+ detailed info on buying habits
+ offer customised promotions
- expensive to set up
- incomplete info for customers also shopping elsewhere