M Market Research Flashcards
(36 cards)
Describe field research
Research that gathers new primary information that does not already exist.
Describe desk research
Research that gather secondary information, information that already exists.
Benefits of desk research
-Quicker and cheaper than field research as the information already exists
Costs of desk research
- The information could be out of date
- The information could show bias
- The information may not be entirely relevant
Methods of conducting desk research
- Newspapers
- Annual accounts
- Government reports
- Internet data
Methods of conducting field research
- Postal survey
- Internet survey
- Face to face interview
- Telephone interview
- Focus groups
- Hall tests
- Observation
Benefits of field research
- The information is entirely relevant
- The information is up to date
Costs of field research
- Information can be costly to gather
- Information can be time consuming to gather
Describe postal survey
Survey is mailed out to people in a wide geographical area and are asked to fill out the survey and post it back to the organisation.
Benefits of postal survey
- Fairly cheap method
- No interviewer so the responses should be unbiased
- A large geographical area can be covered
Costs of postal survey
- The response rate can be slow or low and this will increase the time it takes for recording times.
- If the questions are not well laid out, they can cause misunderstandings which cannot be clarified
Describe internet survey
A survey where people can complete on the internet in their own time and home.
Benefits of internet survey
- Very cheap method
- Can reach people from all over the world
- Very convenient for people to complete so it can expect a larger response rate
- Analysis is easier as the results are automatically recorded and stored online
Costs of internet survey
- Many people ignore ‘pop ups’ and won’t do the survey
- Immediately discounts any respondents who do not use the internet and who prefer more traditional methods (eg not effective for an older demographic)
Describe face to face interview
Interview where random people are asked questions by an interviewer about the brand or a product
Benefits of face to face interview
- The interviewer will be trained to ask open questions that will gather full responses
- The interviewer can ask follow up questions to clarify any misunderstandings
Costs of face to face interview
- The interviewee may feel like they have to speak positively about something as there is an interviewer, so the results could be biased
- Very time consuming and expensive to conduct and also train employees
Describe telephone interview
Where people are phoned and asked to answer questions about the topic
Benefits of telephone interview
- Cheap method
- Can reach people from anywhere
- Follow up questions can be asked to clarify points and makes responses more in depth
Costs of telephone interview
- Many people will not be willing to participate
- Times where respondents can be reached are limited
Describe focus groups
Where a group of consumers are gathered to discuss their opinions on a topic and answer questions asked by an interviewer
Benefits of focus groups
- Only one interviewer is required for multiple people, so fairly cheap
- Information is qualitative, can see their opinions, viewpoints, expressions
Costs of focus groups
- The group of people selected may not represent the overall market
- More vocal group members may influence other members, so doesn’t fully provide everyone’s opinions
Describe Hall Tests
This is when a group of consumers are gathered to a venue then asked to try and give their opinion on a product/service or advertising campaign.
