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Market Research Techniques: Primary and Secondary Market Research

What is Primary Research?

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Key Differences Between Primary and Secondary Research

Content: Primary Research Vs Secondary Research
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Defining Primary and Secondary Research

It is a method that only answers specific questions and not irrelevant issues. Secondary market r esearch. As opposed to primary market research, secondary market research is a research technique that does not aim to gather information from scratch but relies on already available information from multiple sources.

This research focuses on data or information that was collected by other people and is available for either free or paid use for others. Secondary market research takes into account many different sources for collection of information including government data, office data, newspapers, magazines, the internet, etc. One of the benefits of doing secondary market research is that it is mostly free and takes a lot less time.

Some common examples of qualitative research work include doing face to face interviews, being part of focus groups, etc. Quantitative market research is a kind of market research work that is based on hard facts and statistical data rather than the feelings and opinions of the customers or consumers.

This type of research can prove useful both in terms of primary market research and secondary market research. Some of the common examples of quantitative research include exit surveys, questionnaires, on-site fieldwork and the shopping bag survey. In fact, another example of quantitative research includes researching of the previously existing financial reports, research papers.

This type of research comes out with a wide range of statistics and helps to find out the size of the market as well. The following are the five Primary market research techniques that are most commonly used and applied:. One of the main ways used to conduct primary market research is through focus groups. This method involves getting a group of people in a room or a place and asking them insightful questions regarding the product, its development, their preferences, and feedback, etc.

These types of focus groups can be run or conducted at any location feasible for the company or business. These days, with advancements in technology and the internet, it is possible to conduct them virtually as well, through the method of video conferencing. But the main thing here is that the group of people brought together have something in common, for example, either they should belong to the same age group, the same gender and so on.

This division of the group or the selection process must depend on the audience targeted or the product of service of the company. Participants in such focus groups are then compensated by either free coupons, vouchers, gifts or money, etc. Focus groups fall under the qualitative research method and help businesses know a lot about customer or market trends. Another superb and highly effective way to conduct primary market research is through surveys and questionnaires.

One of the most common examples of this research method is the feedback form given to customers at the time of billing at a restaurant. Surveys are also conducted in the form of web questionnaires these days that enable businesses to collect a lot of feedback and then analyze it for further administration. There are two major observation techniques or research methods used in primary market research, and they are observation through interaction and communication with the subject and observation through no interaction and communication with the subject.

This form of research method comes under the quantitative primary research since through it; researchers evaluate or measure the behavior of the respondents or the users in general. This is more of a personal approach in comparison to surveys and questionnaires, etc.

This method of primary research involves scientific tests where hypotheses and variables, etc. This is a quantitative type of market research which may either be controlled out in the field or within controlled environments.

In order to understand this form of research, here is an example that you can refer to: A food product company created 3 different food packaging styles and then sold the products to different consumers. After a limited period of time, it analyzed the sales and came to a conclusion about the preferred packaging style or design.

One may think of an in-depth interview to be a quantitative approach to primary market research, but this method, in fact, is a qualitative research that takes into consideration the kinds of choices and preferences a customer base has.

Interviews, unlike focus groups, involve interaction between one moderator and one respondent and several types of modes and methods may be used to conduct them. Interviews may not always be restricted to a set pattern of questions but can also be in the form of a conversation with the target customer base or audience. This kind of a research method helps to dig further into what the customer wants, and the answers can later be analyzed to come to a conclusion for the final product delivery.

Secondary market research is mainly based on collecting information from different sources and then coming to a conclusion. The following are the two main types of Sources of Secondary market research data:. Internal sources include information that has already been collected by the company and proves useful for future projects, etc.

For most businesses, internal sources may prove enough to develop new products and services, and this may not require them to look outside. External sources are those sources that present data that is collected by other businesses or people. External sources can be wide and varied and hence one must follow a controlled approach to assessing them.

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Great and in-depth post about marketing! Marketing is so key to being truly successful, and good marketing definitely starts with the proper research. I like your point on effective marketing research leads to encouraging communication. Opinions and attitudes can be recorded and questions can be clarified to the participant to get a more specific response.

A skilled interviewer knows how to engage and persuade the respondent to participate and give more complete answers.

These questionnaires are analyzed to draw out the information required. Postal surveys are commonly used because they are cost-effective and efficient. Also, questions can be misinterpreted by the individual responding. Telephone surveys are another option. The questions are typically similar to the questionnaires sent in the mail, but the interviewer can guide the participant so that misunderstandings are limited and more information can be drawn out over the phone.

Observations are an interesting primary research method because participant behavior can often be very enlightening. Trained observers or cameras can record how participants behave in a certain situation, providing researchers with real evidence as to how a consumer responds, for example, to an organization's product or service.

Focus groups are another primary research method. In a focus group, a moderator leads a discussion about a particular subject.

The moderator might show pictures of potential advertisements, or ask the participants to try the product right there and give their opinions. The advantage of focus groups is that participants can build upon each other ideas.

The downside is the moderator can be biased, a dominant participant can take up too much talk time, or some participants may be hesitant to express their true opinion in a public setting. A company might choose to place a new product or service in a select neighborhood or store to test customer response under real-life conditions.

Useful information can be obtained to improve the product or service, adjust prices, or improve the packaging or marketing.

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Primary research is designed to meet your unique and specific needs. This fundamental research is conducted by you (if you're on a tight budget), or by a research firm that you hire for the project—usually a firm that comes recommended by a colleague. The research can include focus groups, surveys, interviews, and observations.

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Primary research is more expensive and time consuming but it will give better results than secondary data (Gratton & Jones, ).There are several methods that can be used for research like interviews, questionnaire, surveys, observation etc.

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Secondary research is defined as an analysis and interpretation of primary research. The method of writing secondary research is to collect primary research that is relevant to a writing topic and interpret what the primary research found. It will involve primary data, secondary data, quantitative and qualitative research methods, lit reviews, theory and policy studies and an exploration of alternatives. My dissertation is to be based around the experience of 'poverty', as poverty is the experience.

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The four types of primary market research | Canadian Entrepreneur Training. [ONLINE] Driscoll () describes primary research as a methodology used by researchers to acquire data [ ] Sathish Says: July 22nd, at am. Hi, What are the techniques to conduct Primary Research on US Market from outside US (say living in Asia). This form of research method comes under the quantitative primary research since through it; researchers evaluate or measure the behavior of the respondents or the users in general. This is more of a personal approach in comparison to surveys and questionnaires, etc. Trials and experimentation.