Marketing - Market research - Field research

Question 1

Name 7 methods of field research

Answer 1

1. Hall test
2. Telephone interview
3. Online Survey
4. Focus group
5. Face to Face Interview
6. Postal Survey
7. Observation

Question 2

Discuss the advantages and disadvantages of hall tests

(method of field research)

Answer 2

Advantages
- Can see respondents reactions first hand

Disadvantages
- The respondent may feel obliged to give a positive response

Question 3

Discuss the advantages and disadvantages of telephone interviews

(method of field research)

Answer 3

Advantages
- Can reach a large geographical area

Disadvantages
- Could have a low response rate as customers see it as a “nuisance call”

Question 4

Discuss the advantages and disadvantages of online surveys

(method of field research)

Answer 4

Advantages
- You can get feedback quickly

Disadvantages
- Limited to people with internet access

Question 5

Discuss the advantages and disadvantages of focus groups

(method of field research)

Answer 5

Advantages
- Can gain extra information from respondents eg. body language, facial expressions, tone

Disadvantages
- This data is harder to analyse

Question 6

Discuss the advantages and disadvantages of face-to-face interviews

(method of field research)

Answer 6

Advantages
- Can clarify any misunderstandings

Disadvantages
- Business needs to train staff how to interview

Question 7

Discuss the advantages and disadvantages of postal surveys

(method of field research)

Answer 7

Advantages
- Can target specific postcodes

Disadvantages
- Low response rate as seen as junk mail

Question 8

Discuss the advantages and disadvantages of observation

(method of field research)

Answer 8

Advantages
- Can see real life behaviours in action

Disadvantages
- Analysis of the observation could be bias