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Market Research Methods HO

This document summarizes and compares three common market research methods: face-to-face interviews, postal surveys, and focus groups. Face-to-face interviews allow for two-way communication but are more expensive, while postal surveys are inexpensive but have low response rates. Focus groups provide qualitative insights through open discussion, but are expensive to conduct and analyze.

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Marcus McGowan
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63 views1 page

Market Research Methods HO

This document summarizes and compares three common market research methods: face-to-face interviews, postal surveys, and focus groups. Face-to-face interviews allow for two-way communication but are more expensive, while postal surveys are inexpensive but have low response rates. Focus groups provide qualitative insights through open discussion, but are expensive to conduct and analyze.

Uploaded by

Marcus McGowan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Market Research Methods

Face-to-face interview
A personal interview held in the street or home
Advantages Disadvantages
 2-way communication  Personal interviews can be
 researcher can encourage expensive
respondent to answer  Researchers have to be
 mistakes and selected & trained
misunderstandings can be  Home interviews unpopular
cleared up right away with consumers

Postal Survey
Market researcher sends questionnaire through the post
Advantages Disadvantages
 Inexpensive  Questions must be simple and
 No interviewer training easy to answer
needed  Response rate very low,
incentives sometimes needed

Focus group
Specially selected groups of people, usually led by a chairperson
(facilitator) who puts forward points to encourage open discussion
Advantages Disadvantages
 Qualitative information  Can be difficult to analyse
provided in the form of qualitative information
opinions, feelings and  expensive
attitudes
 Topics can be explored in
some depth

M. McGowan

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