Marketing

Question 1

Def of Market Segementation

Answer 1

Organisations have to do decide what to make and sell, which will involve finding out who the likely customers are.

Question 2

Def of Field Research

Answer 2

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

Question 3

Advantages of Field Research?

Answer 3

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

Question 4

Disadvantages of Field Research?

Answer 4

• It is more expensive to gather compared to desk research
• It is more time consuming to gather compared to desk research.
• People may not always give truthful answers in response to questions.

Question 5

Def of Desk Research

Answer 5

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

Question 6

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.

Question 7

Disadvantages of Desk Research?

Answer 7

• Information may be out of date.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

Question 8

Explanation of - Questionnaire/Survey

Answer 8

These are forms which contain a series of questions. They are designed to obtain answers to questions which will help gain peoples’ opinions.

A sample of people will be questioned.

Examples include: face-to-face, by telephone or by post

Question 9

Explanation of Consumer Panel or Focus Group

Answer 9

This is when a group of people are gathered together and are given a product to look at. This allows initial reactions to be recorded. Their opinions are obtained on the design of the product, colour, shape etc and what they like and dislike about the product.

Question 10

Explanation of Test Marketing

Answer 10

The product is tried out on a small section of the market, in a limited area eg Aberdeen only.

Allows teething problems to be sorted out before the launch of the product nationally or worldwide

Question 11

Explanation of Personal Interview

Answer 11

This is a face to face interview in the street or at home with a trained interviewer. Follow up questions can be asked if there is confusion and body language can be observed.

Question 12

What are the main methods of Desk Research?

Answer 12

Sales Figures, Government Statistics, Newspapers, Reports, Internet websites.