• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Market Research. Although there are advantages to street interview, there are also a number of disadvantages.

Extracts from this document...

Introduction

´╗┐In a street interview, better explanations are possible as the respondents? body language offers additional clues to the answer. Longer explanations are possible. There are many occasions, particularly associated with advertising and product research, when the interviewer needs to show samples, or advertisements, and street interviews is priority. Following on from the above point, it is easier for the interviewer to use social niceties to maintain interest in the discussion if there is eye contact with the respondent. There is less chance of mishearing and misunderstanding. Street interview questionnaire has a high degree of flexibility. For example, if the answer to ?Have you ever heard of (a community agency)?? is ?yes?, the interviewer can keep asking relevant questions, but if the answer is ?no?, the interviewer can also ask about other agency. ...read more.

Middle

As a result, the sample will become biased as a result of differences between those who answer questionnaires or fill out a questionnaire and those who don't. Secondly in some areas is the possible danger of stopping and interviewing people on the street. For instance, in an inner city area, people may be suspicious of outsiders, thinking they might be government workers or undercover cops, so they don't want to answer questions, and there could be a danger to interviewers or those distributing questions, since they might be threatened or attacked. Besides is that a quota method can't be used if one doesn't already know the background of the people in the area to draw up quotas. ...read more.

Conclusion

Training for a specific study is also necessary. An example of training for a specific study is given in the box. A good interviewer should be able to establish rapport with others. They also need to be trained, and training should cover the role and nature of marketing research, what surveys are and how they are conducted, and the role and importance of the interviewer. Training for a specific study is also necessary. An example of training for a specific study is given in the box. Before the interviewer to do the street interview, they must fully understand the objective. Practice Good Nonverbal Communication It's about demonstrating confidence: standing straight, making eye contact. That first nonverbal impression can be a great beginning to your street interview. Use Appropriate Language It's a given that you should use professional language during the interview. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. For this assignment I have been asked to produce a new marketing strategy for ...

    I will make sure that my new strategy is available in every outlet. This will help me because it will make customers aware of my new strategy. Because Coca cola is sold all around the world I will make sure that my new strategy is sold in different countries around

  2. Marketing Research

    Facilitator not guarantor: MR acts as a facilitator and not guarantor for accurate decision making. The future is uncertain and hence it's impossible to accurately predict the future. Inferences arrived through research are indicators of trends, as they are based on information gathered from past/present.

  1. Applied Business Studies

    If I ignore their comments, then the customers may have the same opinion about my products, and they will not buy my product. Other ways in which businesses can conduct field research (primary research) is by either direct mail surveys, web based surveys and customer interviews.

  2. Marketing Research

    Also communicating effectively with customers to make sure that they have got the product, price all right other wise it might not be a success. Coca Cola need to keep ahead of their competitors to make sure that they don't lose customers.

  1. Market research

    will exactly what they think * Questionnaires are less disturbing than telephone or face-to-face surveys as the person can fill it in his/her own time Disadvantages * One major disadvantage of written questionnaires is the risk of low response rates * Another disadvantage of questionnaires is the helplessness to look into responses.

  2. Marketing Research Report (Shisha)

    * Nightclubs - (excluding those that are part of hotels)3 This information allows the business to identify that Shisha lounges are not affected as the purpose of a Shisha lounge is to "SMOKE" Shisha. The law on Shisha lounges states the ones with a roof should at least be 50% open for the air to circulate.

  1. Marketing Research

    Cultural factors have a significant impact on customer behaviour. Culture is the most basic cause of a person's wants and behaviour. Growing up, children learn basic values, perception and wants from the family and other important groups. Marketing are always trying to spot "cultural shifts" which might point to new products that might be wanted by customers or to increased demand.

  2. Investigating Marketing

    These groups of people usually have a high income. The same segment can also be further divided by gender so that with slight modification to the products, such as making it a smaller size, changeable phone casing with different colours to suit different individuals. This would then serve both female and male customers and is called gender segmentation.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work