Methods of Field Research

A face-to-face discussion between 2 or more people in which they will be asked questions. This may be held in the street or at home.

• Focus Group

• Personal Interview

• Telephone Interview

• Social Networking Sites

• Online Surveys

Can observe body language of the interviewees

• Advantage of a Focus Group

• Advantage of a Personal Interview

• Advantage of a Telephone Interview

• Advantage of Social Networking Sites

• Advantage of Online Surveys

It is time consuming and expensive (the interviewer will need paid and requires training)

• Disadvantage of a Focus Group

• Disadvantage of a Personal Interview

• Disadvantage of Social Networking Sites

• Disadvantage of Online Surveys

A discussion between selected groups of people about a specific good or service. People taking part will be asked questions about the product to generate a discussion.

• Focus Group

• Personal Interview

• Telephone Interview

• Social Networking Sites

• Online Surveys

Qualitative information in the form of opinions and attitudes on specific products and services can be gathered

• Advantage of a Focus Group

• Advantage of a Personal Interview

• Advantage of a Telephone Interview

• Advantage of Social Networking Sites

• Advantage of Online Surveys

The sample group may have a different view from the rest of the population

• Disadvantage of a Focus Group

• Disadvantage of a Personal Interview

• Disadvantage of a Telephone Interview

• Disadvantage of Social Networking Sites

• Disadvantage of Online Surveys

When people are contacted by a market researcher over the telephone and asked a number of questions

• Focus Group

• Personal Interview

• Telephone Interview

• Social Networking Sites

• Online Surveys

Can contact a large number of people in a large geographical area

• Advantage of a Focus Group

• Advantage of a Personal Interview

• Advantage of a Telephone Interview

• Advantage of Social Networking Sites

• Advantage of Online Surveys

Many people do not like strangers asking them questions over the phone and therefore may not respond

• Disadvantage of a Focus Group

• Disadvantage of a Personal Interview

• Disadvantage of a Telephone Interview

• Disadvantage of Social Networking Sites

• Disadvantage of Online Surveys

Involves inviting customers to try out a product and then give their reactions to it

• Hall Test

• Personal Interview

• Telephone Interview

• Social Networking Sites

• Online Surveys