Primary Market Research Flashcards

All 14 cards in this deck

Give one benefit of using a questionnaire.

Any one of: the business can ask the exact questions it needs answered; it can reach many people cheaply; closed questions give quantitative data that is easy to analyse.

Give one drawback of using a questionnaire for market research.

Any one of: many people don't reply, so the sample may be small or unrepresentative; it can't ask follow-up questions.

Give one benefit of interviews as a method of market research.

Any one of: more people take part than with a posted questionnaire; answers can be followed up with further questions.

What is primary market research?

Research where a business collects new, first-hand data itself for its own purpose.

Name four methods of primary market research.

Questionnaires, interviews, trialling and focus groups.

What is a focus group?

A group of people brought together to discuss their views on a product or service.

Give one disadvantage to a small business of using a focus group.

Any one of: it is expensive as participants may have to be paid; the moderator can influence responses, leading to bias; it takes time to arrange.

What is a questionnaire in market research?

A set of written questions given to customers to collect first-hand data about their views.

What is an interview as a market research method?

A primary research method where a researcher asks a respondent questions face-to-face or by phone to gather detailed answers.

What is trialling as a primary research method?

Letting selected customers test or buy a product before full launch, e.g. a taste test or sale in selected stores.

What is another name for primary market research?

Field research.

Give one drawback of interviews as a method of market research.

Any one of: they are costly because interviewers must be paid; some people feel uncomfortable being stopped in the street or phoned, so they refuse or rush their answers.

Give one benefit of using a focus group.

Any one of: members are chosen to represent the target market, so their views are a good guide; they can react to the actual product, advert or packaging and say why.

Give one drawback of trialling a new product.

Any one of: a trial still costs money to set up; if the trial area does not reflect the target market, the results can mislead the business.