Field research/Primary research
A face-to-face market research survey is an example of field research
Field research - also known as primary research - is information that is first-hand information. It has been collected by the business for a specific purpose.
Methods of collecting field research include:
- A method of market research conducted personally by an interviewer and respondents.
- A method of market research conducted via the mail in the form of a questionnaire.
- Opinions, experiences, and feedback from a small group of participants to gather qualitative information related to specific topics of interest to the business.
- A method of market research conducted where respondents try or taste the product/service and offer instant feedback.
- A method of market research conducted over the phone by an interviewer who will ask respondents set questions from a questionnaire.
- A method of market research conducted over the internet in the form of a questionnaire.
- A method of market research conducted by watching consumer behaviour.
| Advantages | Disadvantages |
| Only firm that collects data has access to it | Expensive to collect |
| Collected for a specific purpose | Time consuming |
| Advantages | Only firm that collects data has access to it |
|---|---|
| Disadvantages | Expensive to collect |
| Advantages | Collected for a specific purpose |
|---|---|
| Disadvantages | Time consuming |
