Field Research is the most conventional methodology for Market research to fetch the useful data as it is the most valuable asset of field study to gather the information about the users. It is the best possible way for the discovery of critical details that allows the researchers to get indulged in the environment of their users. Although field research is tedious and time consuming and is one of the most expensive techniques to implement, researchers prefer Field Research because they are close to real world conditions and the value they return is tremendous.
However, there are other methodologies, i.e., CAWI and CATI, try to emulate Field Research but Field Research is quite prevalent, especially in country like India where internet penetration is yet about 5%, it is conspicuous that the Field Research is not going to lose its grip on the Market research Industry.
Looking at the bigger picture where the task of Market Research is to provide management with relevant, accurate, reliable, valid, and current information, it is necessary to gather robust data that can be processed into useful information which is not based on gut feeling, intuition, or even pure judgment and here the Field Research, by the virtue of having the maximum market exposure, seems to suffice these needs in this competitive environment.