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Essay / Research Paper Abstract
This 7 page paper answers three sets of questions posed by the student concerning ways that firms undertake market research. The first looks at the different types of observational market research and then discusses the way mystery shoppers can be used. The second part of the paper looks at how market research can go wrong if it is not planned correctly and how to assess unexpected results. The last part of the paper discusses the way products may be assessed before they are launched. The bibliography cites 4 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEMRquest.rtf
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Unformatted sample text from the term paper:
unreliable as participants are reporting on their own behavior, they may not realize appreciate the behavior patterns were undertaking activities which is subject of research. A method of overcoming this
disadvantage is use of observational research, by observing subjects of research directly to possible to overcome potential areas of reporting or perception (Carson et al, 2001). Observational research can
be divided into three categories; covert observation, overt observation and observation through participation. Each of these have different advantages and disadvantages is suitable for use in different scenarios. Covert observation
takes place where the subjects are not meant to be observed, this can include observation from a distance, such as with the use of video surveillance which is later analyzed
in order to identify patterns of behavior or reactions of consumers in a supermarket, it is also possible that the researcher may mingle with the subjects without them knowing they
are being observed. In both instances there are significant advantages; there is no requirement for the subjects to cooperate with the research, it is also beneficial as the behavior and
reactions observed will not be impacted by the presence of the researcher and knowledge such as behavioral reactions are being observed (Carson et al, 2001). However, it is also possible
that a researcher may have reservations regarding undertaking research this manner, as it is converted may also be seen as deceitful in some instances raising ethical questions (Carson et al,
2001). The second type of observational research is that of overt observation. When undertaking this type of research the researchers will identify themselves and those who are being observed
will notice that they are being watched. This overcomes the ethical issues associated with covert research, but it can also skew the results as subjects will potentially modify their behavior
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