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'Field research/primary market research' stands in opposition to research conducted in a laboratory or academic setting.
It is less technically known as field work, a term originating in farm and plantation labor, and a term sometimes used to refer to the temporary fortifications constructed prior to battle.
Participant observation, data collection, and survey research are examples of field research, in contrast to what is often called experimental or lab research.
Field research is the primary marketing technique used by businesses to research their target market.
Field research involves the collection of primary data or information that is new. This is collected through surveys and questionnaires that are made out specifically for a purpose.
Advantages of Field Research:
The business can design the research in the best way to discover the particular information required
The business can be sure that the information gathered is up to date
Disadvantages of Field Research:
It takes time for the business to gather the information
This is also costly and time consuming