Field Research

Date: 2015-10-07; view: 376.

Market research is divided into FIELD and DESK search.

Image 14.1 Division of the market research

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.

Marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing

Market research should answer the number of questions:

- Whether the market for a product is growing, shrinking or..

- how customers see the company and its product

- Who the competition is

- How the market is changing and how people spend the money

- the standards and the features the public expects from a product

- what price they will pay

- How people react to the new product

Field research (also known as field work or field study) is the collection of raw data in natural settings. It helps to reveal the habits and habitats of various organisms present in their natural surroundings. In survey research, field work refers to face-to-face or telephone interviewing. Field work can also include methods such as sociometry.

The interviewing or observation of people to learn their languages, folklore, and social structures constitutes field work. Especially when humans themselves are the subject of study, protocols must be devised to reduce the risk of observer bias and the acquisition of too theoretical or idealized explanations of the actual workings of a culture. Participant observation, data collection, and survey research are examples of field research, in contrast to what is often called experimental or lab research.