topic 10 - market research

Question 1

describe desk research

Answer 1

involves researching and analysing information that has already been gathered

Question 2

describe field research

Answer 2

involves gathering brand new information suitable for the business’s exact needs.

Question 3

advantages of desk research

Answer 3

timely - desk information is quick to gather
cost effective - desk information does not require trained and paid interviewers or research companies
available - desk information already exists so is easy to look up

Question 4

disadvantages of desk research

Answer 4

not objective - desk information is collected and presented by someone else, so could be biased.
not appropriate - desk information is not fit for the exact purpose and may have to be ‘shoehorned’ to fit the business’s needs.
not concise - the researcher may have to read through a lot of information to get what is needed.

Question 5

advantages of field research

Answer 5

complete - field information should have no parts missing
timely - in the respect that the information is up-to-date.
appropriate - field information is fit for the purpose it is needed for
accurate - information should be correct as it can be validated.

Question 6

disadvantages of field research

Answer 6

not cost effective - field information requires training and paid interviewers or expensive research companies.

Question 7

describe random sampling

Answer 7

the sample is picked randomly, e.g. using a telephone directory or list of customers.

Question 8

describe quota sampling

Answer 8

the researcher chooses from a grouping of people with certain characteristics.