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, e.g. calling0141 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 telephone surveys are intrusive and may not wish to respond.
only short surveys can be carried out.

Question 4

online survey description

Answer 4

a website or email is used to ask customers questions

Question 5

online survey advantages

Answer 5

customers can be surveyed across a very large geographical area.
online software can often be used to collate and analyse the results easily

Question 6

online survey disadvantages

Answer 6

the responses may be too brief to be meaningful, as clarification cannot be gained.
access to the internet must be available

Question 7

hall tests description

Answer 7

a product is given to customers to try and their feedback is gathered

Question 8

hall tests advantages

Answer 8

good-quality feedback can be gathered based on the product trial, allowing changes to be made.
inexpensive and easy to do

Question 9

hall tests disadvantages

Answer 9

customers’ opinions and feelings can be mor4e difficult to analyse.
customers might feel they need to give a positive response as they have been given a free product.