FIELD INVESTIGATION / SURVEY METHOD
Meaning
Survey means a planned attempt to collect required information from representative sample of the relevant population. Field investigation means collecting first hand information by actually visiting markets or meeting consumers and dealers who are directly related to marketing activities. Data collected for the first time through field survey is called primary data. Here, data collected through suitable questionnaire and interview a limited number of people selected from large group. Customer, creditor and supplier are major source of primary data.
The primary data collected are superior to secondary data. Primary data are also necessary when the secondary data are incomplete. Primary data needed to be collected from different sources such as survey, observation and experimentation.
The primary data are reliable. However, problem in primary data is its cost, both in term of money and time required for collection.
Primary data are of two types:-
a)Â Â Â Census:- It refers to the collection of data from the entire population. In India population census is taken after every 10 years.
b)Â Â Â Sample:- sampling is an internal part of data collection through surveys. Sampling is used to collect primary data when sources of data are too many to be exhaustively handled. A sample is only representative portion of the population.
Methods of field investigation/market survey
a) Mail surveys .
b) Telephone surveys.
c) Personal interview.
d) Consumer panels.
Field investigation is one of the widely used MR methods. Field investigation is important as they are more accurate and unreliable. Here, direct communication is a established with the consumers and information is collected by asking relevant question. Naturally the information collected is accurate, first hand and factual. The conclusion drawn from such data are more accurate and reliable.
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