Marketing - Market research Flashcards
What is the purpose of market research ?
Price
Place
Promotion
Product
What are the methods of field research ?
Hall test
Telephone interview
Online survey
Focus group
Face to face interview
Postal survey
What are some disadvantages of field research ?
Expensive to collect
Time consuming
What are the methods of desk research ?
Newspapers
Websites
Government publications
The businesses or competitors’ sales figures
Commercial publications
What are some disadvantages of desk research ?
May be out of date
May contain bias
What is field research ?
Field research is primary information that is first-hand information.
it has been collected by the business for a specific purpose
What are some advantages of field research ?
- only firms that collect data have access to it
- Collected for a specific purpose
- up to date
- accurate
- competitive edge
What is desk research ?
Desk research is secondary information that is second-hand information.
it has been collected for a different purpose
What are some advantages of desk research ?
- Saves time
- widely available
- relatively inexpensive
