market reasearch

Question 1

Definitions of the 2 types of Market Research

Answer 1

Desk research:
Involves researching and analysing
information that has already been gathered.

field research: Involves gathering brand new
information suitable for the business’s
exact needs. Examples are explored in
depth in this chapter.

Question 2

Advantages of desk

Answer 2

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 3

advantages of field

Answer 3

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 4

disadvantage of desk

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

disadvantage of field

Answer 5

Not cost effective – field information
requires trained and paid interviewers
or expensive research companies.

Question 6

Definitions of the 2 sampling methods

Answer 6

Random sampling:
The sample is picked
randomly, e.g. using a
telephone directory
or list of customers.

Quota sampling:
The researcher
chooses from a
group of people with
certain characteristics.