Field Research

• Involves gathering brand new information suitable for the business' exact needs.
• Advantages:

  Complete - Information should have no missing parts.
• Advantages:

  Timely - Information is up-to-date.
• Advantages:

  Appropriate - exact fit for the purpose needed.
• Advantages:

  Accurate - Information should be correct as it can be validated.
• Disadvantages:

  Not cost effective - Field information requires trainers and paid interviewers.
• Disadvantages:

  Timely - Can be time consuming to gather and analyse.