Marketing research: Ad Hoc vs Off the Peg Flashcards
What does ‘Ad hoc’ mean in Latin?
For this purpose
What is Ad hoc research also referred to as?
Tailor-made
What is Ad hoc research?
Research carried out at the specific behest of one client, for a specific purpose
Who carries out Ad hoc research?
A marketing research company
What are the advantages of Ad hoc research?
1) Confidential - competitors don’t have your data, possible advantage gain
2) Specific
What are the disadvantages of Ad hoc research?
1) Slow - research doesn’t start until objective is defined, must go through long process of creating objective & cannot do research until you realise you need it
2) Expensive - you incur the cost
3) Small sample & limited scope to make faster & cheaper
What is off the peg research?
Ready made, readily available research
Data collected continuously by specialist market research agencies, who then look for customers
Where is off the peg research available?
LexisNexis, Science Direct, EuroMonitor, Passport
What is off the peg research also referred to as?
Continuous/syndicated research
Is off the peg secondary or primary research?
Secondary
Where does the ‘off the peg’ phrase come from?
Off the peg clothing - manufacturing clothing for anyone & everyone
Made for you before you realised you wanted to buy it
What are the advantages of off the peg research? (4)
1) Fast - waiting to be bought, can be accessed within minutes thanks to internet
2) Extremely up to date - carried out continuously
3) Cheap, larger sample, wide scope - cost spreads
4) Longitudinal analysis - can compare info collated over numerous time periods, trends, growth, decline, changes: able to draw conclusions
What are the disadvantages of off the peg research? (2)
1) Not confidential - competitors can buy the same datas
2) May not be specific to your objectives, fairly general data usually collected
