Field research method. That is, researchers (or business personnel of enterprises, etc.) go directly to foreign markets or production bases to conduct research. The data collected by this method is first-hand data. Due to time, energy and cost considerations, this method is mostly used in international markets with market potential.
Generally, before engaging in field research, a series of preparations must be done. The more detailed the preparations, the better, such as determining the purpose of the research, selecting objects, designing research projects, drawing research tables, determining the problems to be solved, arranging processes, and selecting research methods. Doing so will greatly improve the research effect so as to ensure that the purpose of the research is achieved smoothly. There are many types of field research methods, and the commonly used ones are interview methods, telephone research methods, mailing research methods and market observation methods.
① Interview method. It is also called the interview method. It is a method in which researchers (or business personnel, etc.) talk directly with the respondents. When using the interview method, researchers must prepare a detailed interview plan and then ask the respondents for their opinions or views in person. The advantages of this method are that the response rate to the questions is high, and the depth, breadth and accuracy of the research are high. In addition, through interviews. The responses of the respondents can be directly observed, which is motivating to a certain extent. Its disadvantages are that the survey is expensive, time-consuming, and easily affected by the subjective will or preference of the researchers.
② Telephone survey method. This is a method in which researchers consult respondents by phone. This method is suitable for situations where time is tight, cost is not high, and there are not many survey questions. Its advantages are low cost, quick and simple feedback on questions, and timely. Its disadvantages are that the content is not easy to expand, and it is difficult to judge the attitude and response of the respondents. If the language (foreign language) level of the researchers is poor, it will affect the accuracy of the data obtained.
③ Mail survey method. This is a survey method in which the researchers send the designed questionnaire to the respondents and ask them to fill it out and then send it to the researchers. This survey method is suitable for large sample surveys of people living in relatively scattered areas. This method is low-cost and covers a wide survey area. The respondents can have sufficient time to think about the answers, but its response recovery rate is low and the sampling is inaccurate, which will affect the survey results.
④ Market observation method, this is a method in which researchers go directly to the market to be investigated, directly observe and record the behavior of the respondents, such as going to various supermarkets and shopping malls to observe the purchasing trends of consumers. Its advantages are that it is relatively objective and intuitive, and the information obtained is more valuable for reference. Its disadvantages are that it is not in-depth and superficial, which is easy to cause observation errors. Therefore, this method has certain limitations.