Field Research Flashcards
Field research
Information that is first-hand information. It has been collected by the business for a specific purpose.
Advantages of field research
Complete- field research 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
Disadvantages of field research
Not cost effective- requires trained and paid interviewers or expensive research companies
Face-to-face interview
A discussion between 2 people to gather information about a topic
Postal questionnaire
A questionnaire sent to respondents through the post directly to their home
Telephone interview
A market researcher telephones customers at home and asks them questions
Online questionnaire
A website or email is used to ask customers questions
Focus group
A group of customers is brought together and asked to answer and discuss questions on a product
Hall test
A product is given to customers to try and provide feedback on
Test marketing
A product is launched in an area and the performance and reaction is monitored
Advantages of a face-to-face interview
- Interviewer can see respondents body language and facial expressions
- Interviewer can clarify questions, further explain questions
Advantages of a postal questionnaire
- No interview training is needed
- Can target specific customers postcodes
- Inexpensive
Advantages of a telephone interview
-Easy to target specific customers
-Information is obtained immediately and can be clarified if necessary
Advantages of online questionnaires
- Very large geographical area covered
- Online software can analyse the info
Advantages of a focus group
-Customers have agreed to participate so considered responses are more likely
