methods of field research

Question 1

telephone survey description

Answer 1

a market researcher telephones customers, usually at home, and asks them questions

Question 2

telephone survey advantages

Answer 2

easy to target specific customers, eg calling 0141 numbers to target customers living in Glasgow, to allow local needs to be met

information is obtained immediately and can be clarified if necessary

Question 3

telephone survey disadvantages

Answer 3

customers can feel that the telephone surveys are intrusive and may not wish to respond

only short surveys can be carried out

Question 4

postal survey description

Answer 4

a survey is sent to customers through the post and is returned once completed

Question 5

postal survey advantages

Answer 5

easy to target specific customers, eg sending out surveys on exclusive products to affluent postcodes, to meet the needs of specific segments

customers can choose to complete the survey at a time that is most convenient to them

Question 6

postal survey disadvantages

Answer 6

questions must be simple and easy to follow for the best result

customers often view postal surveys as ‘junk mail’ and will simply ignore them

Question 7

online survey description

Answer 7

a website or email is used to ask customer questions

Question 8

online survey advantages

Answer 8

customers can be surveyed across a very large geographical area

online software can often be used to collate and analyse the results easily

Question 9

online survey disadvantages