methods of field research

Question 1

telephone survey

Answer 1

a - easy to target specific customers by calling area code
- information is obtained immediately and can be clarified
d - customers may feel it is intrusive
- only short surveys can be carried out

Question 2

online survey

Answer 2

a - customers can be surveyed across large areas
- information can be analysed online
d - access to internet is essential
- brief responses only

Question 3

personal interview

Answer 3

a - allows two way communication and interviewer can analyse facial expressions and body language
d - can be time consuming
- employees need to be trained to hold the interviews

Question 4

hall tests

Answer 4

a - good quality feedback can be given and changes can be made
- inexpensive and easy
d - opinions and feelings can be harder to analyse
- customers may feel obliged to give postive feedback

Question 5

focus groups

Answer 5

a - customers have agreed to participate so good responses are more likely
- more in depth feedback can be given
d - strong personalities within a group can sway decisions