Motorola Dealer Training, Australia/N.Z., 1998
| PRIMARY SOURCES OF INFORMATION | STRENGTHS | WEAKNESSES |
| Surveys in general: | · easy and inexpensive | · ask wrong people · artificial & crude · produce suspect information |
| Postal questionnaire: | · cheap and quick | · no control over respondents · low response rates |
| Personal interviews: | · get best quality information if done properly · control respondents | · expensive and time consuming · lack of interviewing skills |
| Telephone interviews: | · more control than postal | · intrusive |
| Focus groups: | · control respondents · good source of valuable information plus customer sentiment · creative co-operation, come up with ideas | · time consuming · can be costly · relies on customers agreeing to attend · lack of facilitator skills |
| Mystery shopper: | · measures service & standards | · like spying |
| Observation: (how the client uses the product) | · overcomes many of the problems with surveys | · many things we can’t observe e.g. attitude |
| Market test: | · potentially the most valid way of collecting information | · tells competition what we are doing · not feasible with some products · we make the test work · high cost in time and $$ |
| SECONDARY SOURCES OF INFORMATION | STRENGTHS | WEAKNESSES |
| Library research: | · low cost | · time consuming · information may be inaccurate or incomplete |
| Research agency: | · targeted and relevant | · high cost |
| Publications: | · can be well researched | · time consuming · high cost of specialised publications · suspect quality of published information |
| Competitive literature: | · good way to gain insight into your competitor’s approach to the market · watch for re-runs to see what is working for them | · information could be inaccurate · information could be premature |
| Internal sources – employees: | · convenient source · no outside costs | · some may tell you what they think you want to hear · may be biased depending on own needs i.e. discounting policy |
| On-line services – Internet: | · ideal place to tune into issues relevant to your market · may even be able to establish a local club, chat room etc. | · time consuming · lots of time – little return · on line information can be swamped with garbage |
1 comments:
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