Marketing

Question 1

Define the term field research

Answer 1

This involves finding out information first hand (primary information) directly from the public/consumer.

Question 2

Define the term desk research

Answer 2

This uses secondary data, which is information which is already available, either from inside the business or from outside the business.

Question 3

Outline 2 disadvantages of Field research

Answer 3

It is more expensive to gather compared to desk research.
It is more time consuming to gather compared to desk research.

Question 4

Outline 2 advantages of Field research

Answer 4

Information is gathered specific to your purpose.
Information is up-to-date.

Question 5

Outline 2 disadvantages of desk research

Answer 5

Information may be out of date.
Information is available to our competitors.

Question 6

Outline 2 advantages of desk research

Answer 6

It is cheaper to access existing information rather than having to collect information from scratch.
It is less time consuming to gather compared to field research.