Methods of Field Research Flashcards
Random sampling
The sample is picked randomly, e.g. using a telephone directory or list of customers.
Quota sampling
The Researcher chooses from a group of people with certain characteristics.
Telephone survey
A Market researcher telephones customers, usually at home, and asks them questions.
Postal survey
A survey is sent to customers through the post and is returned once completed.
Online survey
A Website or email is used to ask customers questions.
Personal Interview
Often conducted as a street survey or by ‘cold calling’ at customer homes.
Hall tests
A product is given to customers to try and their feedback is gathered.
Focus groups
A group of customers is brought together and asked to answer and discuss questions put forward by a market researcher.
Consumer audit
Used by large market research companies to continuously monitor customer habits and influences. One means of auditing is to ask some customers to record their responses to products they have purchased.
Test marketing
A new product is launched in a regional area and the reaction is monitored. Successful products are then launched to a wider market.
Electronic point of sale (EPOS)
Information on customer preferences and habits is gathered as their loyalty cards are swiped through electronic tills. Used in conjunction with loyalty schemes to match up purchasing information with customer details.
