Higher Business Management - Methods of Market Research

Remember divide market research into:

Field Research

Desk Research

Now...

Examples of Field Research include:

1. Personal Interviews
2. Telephone Surveys
3. Postal Surveys
4. Observations
5. Online Surveys
6. Consumer Panels
7. Hall Tests
8. Focus Groups

Now for each one you will need to be able to describe the process in a sentence or so, and then give some advantages and disadvantages.

It is important to be able to write about these methods under the following criteria:

• COST
• RESPONSE RATE
• REACH

i.e. Telephone Survey is a questionnaire conducted by phone. Telephone surveys are cheaper than using a personal interviewer, but the response rate is lower than a personal interview. However a major advantage is that you can reach a wide geographic audience.