Methods Of Field Investigation/Market Survey:
Survey methods are useful for the collection of primary data through interviewing. Field work calls for a lot of managerial and administrative skills on the part of the research agency. It should be properly planned and also supervised. The time schedule of field work must be strictly followed and the responses must be recorded accurately and honestly. Every survey method has its special features, advantages and limitations. A researcher should select suitable survey method for his research project and use it in a systematic manner. It is not possible to treat specific survey method as the best. The researcher has to consider the nature of research project, the type of information required, funds and time available, etc. and select one or two suitable survey methods. The use of survey method is essential for the collection of primary data on a marketing problem under investigation.
Field investigation is one of the most widely used MR methods.Field investigation methods are important, as they are more accurate and reliable. Here, direct communication is established with the consumers and information is collected by asking relevant questions. Naturally, the information collected is accurate, first hand and factual. The conclusions drawn from such data are more accurate/reliable.
The rate of response to field investigation is generally positive. Investigators can even collect additional information through personal interviews. It is not possible to study market situation and consumer needs by reading published information. In this sense, field research is superior to desk research.
All companies give special importance to field investigation and use it as a good supplement to desk research. Market survey/field investigation is normally used if the required data are not available from the company’s internal records or from external published sources. MR will not be comprehensive, complete and reliable unless field investigation is conducted extensively. In fact, the quality of research work and its practical utility in decision-making depend on the extent to which field investigation is carried out. This clearly suggests the importance of field investigation in MR.
There are four important methods used in field investigation/survey. These survey methods are:
(a) Mail surveys
(b) Telephone surveys
(c) Personal interviews
(d) Panel Research.
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