primary reasearch Flashcards
what are the 2 primary method advantages?
designed exactly how the business wants
interview questions can be explained to avoid confusion and incorrect data
what are the 2 disadvantages of primary methods?
expensive
may be difficult getting consumers to cooperate and provide answers to questions
what is primary research?
any type of research that is new information being collected for the first time
examples of primary research methods
questionnaires
trials
interviews
focus groups
advantages of surveys
easily target particular customers 🎯
distribute to many respondents varied opinions 👨👩👧👧
cheaper than other pmr methods
short 💵
customisable🎨
disadvantages of surveys
gaps in data
not understandall of the questions
what is an interview?
a one on one meeting where the interviewer asks the interviewee a set on questions based on the businesses objectives
Who is usually interviewed?
target market
who is usually the interviewer?
an external market researcher , marketing department or the owner themselves
Why might interviews be more effective than questionnaires ?
will get more detailed answers, once started most are completed
problems with interviews
time consuming = less responses = less data
interviewees/ interviewer = payment for taking part = increased costs
what is a focus group?
a group of consumers who are selected to represent the target market brought together to discuss their feelings on a product / market.
what is normally the incentive for taking part in a focus group?
voucher or cash
why might focus groups be limited?
people would respond how people think they should respond instead of how they really feel
group too small to generalise
advantages of focus groups
taken from the target market the data from them is usually trustworthy
ability to ask further questions
