Field Research

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Field Research Field Research: the collection of new and original information by going out into ‘the field’ and gathering it directly from the public. Methods of Filed Research * Surveys- This is were a sample of the public is questioned directly using questionnaires or interviews by post or by telephone * Observation- Where people’s behaviour is watched and recorded. This method may be used to see how people move around a store or look at goods on a shelf, these results may be used in designing store layouts and the way shelves are stacked. * Consumer panels: Where groups of people are grouped together to sample and discuss a product, their reactions are recorded and passed on to producers. * Testing: Where a new product Is tried out in a small area to see how it sells. Any problems with the products or the way it is sold or presented can be solved before it is sold on a large scale. This is called test marketing. Benefits of field research. The advantages for Adidas using field research are: - The information collected is specific for my businesses needs, it will help Adidas identify our target market and the product features wanted by the public. - Also all information collected is relevant to our Adidas and our specific product. - Everything collected is up to date information which is vital to Adidas as our aim is to please the costumers which will buy our product, this may only be done by researching the field at the time. - Many people are not willing to give their time to our research and employees are often ignored. Disadvantages Of field research The disadvantages for Adidas when using field research are:

In this essay, the author

  • Explains testing is where a new product is tried out in small areas to see how it performs.
  • Opines that it takes us a lot of time to gather all this data postponing.
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