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Chapter 11 (Primary Research (Questionnaires
Interviews
Focus groups
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Chapter 11
Primary Research
- Questionnaires
- Interviews
- Focus groups
- Observation(recording,watching,audits)
- A random sample
- A quota sample
Advantages of Questionnaires:
- Detailed qualitative information can be gathered
- Customers' opinions about the product or service can be obtained.
- They can be carried out online
- They can be linked to prize draws and prize draw websites
Disadvantages of Questionnaires:
- If the questions are not well thought of, the answers to them will not be very accurate.
- Can take a lot of time and money
- Time consuming
Advantages of Interview:
- The interviewer is able to explain any questions that the interviewee does not understand
- Detailed information about what the interviewees like and dislike about the product can be gathered.
Disadvantages of Interview:
- Interviewer could lead the interviewee to answer inaccurate answers
- Very time-consuming, often an expensive way
Advantages of Focus groups:
- Can provide detailed information
Disadvantages:
- Can be time-consuming, expensive and biased
Advantages of Observation:
Disadvantages:
- Only gives basic figures. Does not provide the business with reasons for customer decisions
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Secondary Research
Internal sources of information:
- Sales department sales records, pricing data, customer records, sales reports
- Opinions of distribution and public relations personnel
- Finance department
- Customer Service department
External source:
- Government statistics
- Newspapers
- Trade association
- Market research agencies
- Internet
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