Discuss the methods of market research. - Scottish Highers Business Management - Question 4 (a) - 2023
Question 4 (a)
Discuss the methods of market research.
Worked Solution & Example Answer:Discuss the methods of market research. - Scottish Highers Business Management - Question 4 (a) - 2023
Step 1
Focus Groups
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Answer
Focus groups involve gathering a small group of people to discuss their perceptions and attitudes toward a product or service. This method allows for in-depth feedback, as participants can elaborate on their opinions. However, the interaction can sometimes lead to dominant voices overshadowing quieter participants.
Step 2
Personal Interviews
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Personal interviews allow for direct communication between the researcher and the participant. This method is beneficial as it provides the interviewer an opportunity to probe deeper into the responses. However, it can be time-consuming and may introduce interviewer bias.
Step 3
Telephone Surveys
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Telephone surveys can reach a broader audience quickly. They can be designed to capture quantitative data efficiently but sometimes lead to a hostile response from recipients who may feel unsolicited.
Step 4
Postal Surveys
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Postal surveys send questionnaires to a wide geographical area, allowing responses to accumulate over time. However, respondents may lose interest or ignore the survey, leading to a lower response rate.
Step 5
Observation
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Observation involves watching how consumers interact with products in natural settings. This method gathers qualitative data about behavior but may not reveal the motivations behind those behaviors.
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