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  • Market Research Methods HO

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    Marcus McGowan
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    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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    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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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    18 views1 page

    Market Research Methods HO

    Uploaded by

    Marcus McGowan
    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.

    Copyright:

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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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