Field research/Primary research

Carrying out market research
A face-to-face market research survey is an example of field research

Field research is information that is first-hand information. It has been collected by the business for a specific purpose.

Methods of collecting field research include:

  • face-to-face interview
  • postal survey
  • focus group
  • hall test
  • telephone interview
  • online survey
  • observation
AdvantagesDisadvantages
Only firm that collects data has access to itExpensive to collect
Collected for a specific purposeTime consuming