RESEARCH

Question 1

Desk research

Answer 1

Gathering and analysing information, already available in print or published
on the Internet.

Question 2

Field research

Answer 2

Any activity aimed at collecting primary (original or otherwise unavailable)
data, using methods such as face-to-face interviewing, telephone and
postal surveys, and direct observation.

Question 3

Focus Groups

Answer 3

These are groups of individuals who are invited to interact on a specific
project or issue, possibly by participating in a discussion group. This is
where different members of the focus group respond to prompts from the
focus group leaders.

Question 4

Monitoring

Answer 4

Supervising activities in progress to ensure they are on-course and on-
schedule in meeting the objectives and performance targets.
Social listening is the process of monitoring digital media channels to
devise a strategy that will better influence consumers. Taking information
from places that consumers participate in online can be invaluable. A
company can use that information for analysing consumer behaviour,
determining the public’s perception of a company, and comparing a
company’s public reputation to its competitors’.

Question 5

Randomly chosen

Answer 5

Chosen without definite aim, reason or pattern.

Question 6

Reliability

Answer 6

Consistency and validity of test results determined through statistical
methods after repeated trials

Question 7

Validity

Answer 7

Degree to which an instrument, selection process, statistical technique, or
test measures what is supposed to be measured.