Field Research (Primary) - Advantages : Data collected is specific to your business, People chosen are more likely to represent your target market, Information is more likely to be up-to-date, Able to gain honest feedback about product/service, Field Research (Primary) - Disadvantages: It can be difficult to get a large sample size if doing product trials, It can be easy for people to lie / misunderstand questions, Can be time consuming, Desk Research (Secondary) - Advantages: Generally cheaper to carry out, Generally quicker to carry out, Easy to gather data on a large sample, Desk Research (Secondary) - Disadvantages: Not all data will be relevant to your business , Information could be inaccurate , Data can be misleading as it is based on the past ,

Market Research

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