大象传媒

Market researchField research/Primary research

It is important to establish consumers' needs before launching a new product. A business conducts market research to help identify gaps in the market and business opportunities.

Part of Business managementMarketing

Field research/Primary research

Carrying out market research
Image caption,
A face-to-face market research survey is an example of field research

Field research is information that is first-hand information. It has been collected by the business for a specific purpose.

AdvantagesDisadvantages
Only firm that collects data has access to itExpensive to collect
Collected for a specific purposeTime consuming
AdvantagesOnly firm that collects data has access to it
DisadvantagesExpensive to collect
AdvantagesCollected for a specific purpose
DisadvantagesTime consuming

Methods of collecting field research include:

MethodAdvantagesDisadvantages
Face-to-face interviewTwo-way communicationPersonal interviews can be expensive
Researcher can encourage respondent to answerResearchers have to be selected and trained
Mistakes and misunderstandings can be cleared up right awayHome interviews unpopular with consumers
Postal surveyInexpensiveQuestions must be simple and easy to answer
No interviewer training neededResponse rate very low, incentives sometimes needed
Focus groupQualitative information provided in the form of opinions, feelings and attitudesCan be difficult to analyse qualitative information
Topics can be explored in some depthExpensive
Hall testQualitative information provided in the form of tasting or demonstrationsRespondents may be too positive as they feel obliged to give favourable opinion
Telephone interviewCan reach a large geographical areaResponse rate may be low as people may view it as a 鈥渘uisance call鈥
Inexpensive
Online surveyLarge sample sizesLimited to people with internet access
Inexpensive
ObservationQuantitative information gatheredSamples are often random and not representative of all customers
Real life and behaviours in actionOnly shows actions, does not explain attitudes and feelings
MethodFace-to-face interview
AdvantagesTwo-way communication
DisadvantagesPersonal interviews can be expensive
Method
AdvantagesResearcher can encourage respondent to answer
DisadvantagesResearchers have to be selected and trained
Method
AdvantagesMistakes and misunderstandings can be cleared up right away
DisadvantagesHome interviews unpopular with consumers
Method
Advantages
Disadvantages
MethodPostal survey
AdvantagesInexpensive
DisadvantagesQuestions must be simple and easy to answer
Method
AdvantagesNo interviewer training needed
DisadvantagesResponse rate very low, incentives sometimes needed
Method
Advantages
Disadvantages
MethodFocus group
AdvantagesQualitative information provided in the form of opinions, feelings and attitudes
DisadvantagesCan be difficult to analyse qualitative information
Method
AdvantagesTopics can be explored in some depth
DisadvantagesExpensive
Method
Advantages
Disadvantages
MethodHall test
AdvantagesQualitative information provided in the form of tasting or demonstrations
DisadvantagesRespondents may be too positive as they feel obliged to give favourable opinion
Method
Advantages
Disadvantages
MethodTelephone interview
AdvantagesCan reach a large geographical area
DisadvantagesResponse rate may be low as people may view it as a 鈥渘uisance call鈥
Method
AdvantagesInexpensive
Disadvantages
Method
Advantages
Disadvantages
MethodOnline survey
AdvantagesLarge sample sizes
DisadvantagesLimited to people with internet access
Method
AdvantagesInexpensive
Disadvantages
Method
Advantages
Disadvantages
MethodObservation
AdvantagesQuantitative information gathered
DisadvantagesSamples are often random and not representative of all customers
Method
AdvantagesReal life and behaviours in action
DisadvantagesOnly shows actions, does not explain attitudes and feelings