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Market Research (Accuracy of market research data (How carefully the…

- - - - Advantages
        
        Detailed qualitative information can be gathered about the product or service
        
        Customers' opinions about the product or service can be obtained
        
        They can be carried out online, which can make it cheaper
        
        They can be linked to prize draws and prize draw websites to encourage people fill in the questionnaire
      - Disadvantages
        
        If questions are not well thought out, the answers to them will not be very accurate
        
        Carrying out questionnaires can take a lot of time and money
        
        Collating and analyzing the results is also time-consuming
    - - Advantages
        
        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
        
        The interviewer could unintentionally lead the interviewee into answering in a certain way, resulting in inaccurate results
        
        Interviews are very time-consuming to carry out and, therefore, they are often an expensive way of gathering information
    - - Advantages
        
        Can provide detailed information about consumers' opinions
      - Disadvantages
        
        They can be time consuming, expensive and biased if some people in the panel are influenced by the opinion of others
    - - Advantages
        
        Quite an inexpensive way of gathering data
      - Disadvantages
        
        Information gathered only gives basic figures, does not provide the business with reasons for consumer decisions
      - Types of Observation
        
        Recording
        
        Watching
        
        Audits
  - - - When people are selected at random, this means that every member of the population has a chance of being selected
    - - When people are selected on the basis of certain characteristics
- - - - Quantity of something
    - - Answers questions where an opinion or judgement is necessary