ACCA Performance Management (F5) Certification Practice Exam

Which research method focuses on collecting information directly from the target audience?

1. Desk (secondary) research

2. Field research

3. Quantitative research

4. Literature review

The correct answer is: Field research

Field research is fundamentally about gathering information directly from the target audience. This method often involves techniques such as surveys, interviews, or observations, where researchers interact with the subjects of their study to collect firsthand data. Such direct engagement allows for the collection of current, relevant information that is specific to the needs and preferences of the audience being studied. In contrast, desk (secondary) research involves analyzing already existing data and studies, providing insights from pre-collected information rather than gathering new data. Quantitative research pertains to numerical data analysis, often derived from field research methods but may not explicitly indicate direct interaction with the audience. A literature review is a synthesis of existing research and theories on a particular topic and does not involve collecting new data from respondents. Thus, field research stands out as the method specifically focused on obtaining direct input from the target audience.