Marketing - Market research Flashcards
1
Q
Name 3 purposes of Market Research
A
- To gain information about consumers
- To define a business’ target market
- To get feedback and opinions
2
Q
Define Field research
A
Primary information that is first hand. It has been collected by the business themselves for a specific reason
3
Q
Give 2 advantages and disadvantages of field research
A
ADVANTAGES
- Limited to the firm that collects the data - they have sole access to it
- Up-to-date
DISADVANTAGES
- expensive to collect data
- time-consuming
4
Q
Define Desk Research
A
Secondary information that is second-hand. It has already been collected by someone else.
5
Q
Give 2 advantages and disadvantages of desk research
A
ADVANTAGES
- Widely avaliable
- Saves time
DISADVANTAGES
- May contain bias
- May be out of date
6
Q
Name 5 methods of desk research
A
- Sales figures
- Newspapers
- Websites
- Government publications
- Commercial publications
