Management of Marketing - Market research

Desk research

Involves researching and analysing information that has already been gathered

Field research

Involves gathering brand new information for the business’s exact needs

Telephone survey

A market researcher telephones customers, usually at home, and asks them questions

Postal surveys

A survey is sent to customers through the post and is returned once completed

Online survey

A website or email is used to ask customers questions

Personal interview

Often conducted as a street survey or by cold calling at customers homes

focus groups

A group of customers are brought together and asked to answer and discuss questions put forward by a market researcher

random sampling

the sample is picked randomly e.g. using a telephone directory or list of customers

Quota sampling

The researcher chooses from a group of people with certain characteristics