What is field research? What are its advantages and disadvantages?

On-the-spot investigation refers to the process that researchers collect first-hand raw materials themselves, which is also called direct investigation. Its main advantages are that it can directly obtain first-hand information from the market, timely and accurately obtain the required information, and the information is highly targeted; Its main disadvantages are that it consumes a lot of manpower and material resources, the cost is high, and the project cycle is long, so enterprises often cannot investigate macro-level information.