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Market Research Techniques: Primary and Secondary Market Research

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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. Questions should have to be simple and not very technical. The researcher should follow the ethics of writing and the language of the questions should not be humiliating.

Experiments are the most reliable source of data collection in natural sciences. Experiments can be conducted in any area of scientific study, whether it is chemistry, biology, physiology, physics, astronomy or mathematics.

Experiments consist of logical series of actions that result in the answer to your query. Experiments can be conducted in a controlled environment as well as in natural situations. In experiments the experimenter controls the external factors while looking for the effect of internal factors.

Experiments can be conducted in the field as well as in laboratories. In most of the natural science studies a research question is formulated in which the researcher formulates one or several hypotheses. Later the experimenter design experiments that can help him approve or disapprove his hypothesis. The results of the experiments are analyzed using suitable statistical tests and on the basis of these results conclusion is drawn. In any method of data collection in primary research the researcher follows a code of conduct.

The researcher aims at obtaining the most authentic, reliable, valid and up to date data. He tries his best to keep biases far from the research study. In any form primary data collection tools are far superior than secondary data collection tools, although it is difficult to obtain data using primary research tools.

Tags data collection experiments interview observation primary research questionnaire Research Applications research studies types of research. The APA in-text citation follows the author-date system of citation. This means that the researcher …. Your email address will not be published. Types of Primary Data ReadingCraze. Previous How to knead the best pizza dough. Next Types of Secondary Data. In addition to the methods listed above some individuals also include qualitative as a distinct method and archival methods when discussing descriptive research methods.

It is important to emphasize that descriptive research methods can only describe a set of observations or the data collected. It cannot draw conclusions from that data about which way the relationship goes — Does A cause B, or does B cause A?

Nothing could be further from the truth. Research Methods and Statistics: A Critical Thinking Approach 3rd edition. Jamie has written seven books and co-authored one. Find help or get online counseling now. By Jamie Hale, M. Observational Method With the observational method sometimes referred to as field observation animal and human behavior is closely observed. Ecological validity refers to the extent to which research can be used in real-life situations.

Case Study Method Case study research involves an in-depth study of an individual or group of indviduals. Survey Method In survey method research, participants answer questions administered through interviews or questionnaires.

Advantages and disadvantages can be found with each type:


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The four types of primary market research By Samantha Garner | October 21, Primary market research is a great way to gather information about your small business’ product or service idea.

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Primary research usually costs more and often takes longer to conduct than secondary research, but it gives conclusive results. Secondary research is a type of research that has already been compiled, gathered, organized and published by others.

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Video: Primary & Secondary Research: Definition, Differences & Methods Differentiating between different types of research articles is useful when looking at what has already been done. Primary Market Research Methods There are two forms of research: primary research and secondary research. Primary research is proprietary research, which means the data is collected directly from the research subject/area, by the researcher.

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Learn the difference between primary research performed to meet specific needs and (the more general) secondary research. 3 Methods for Analyzing Consumer Decisions. Simplify Sampling for Surveys Research. Learn About Using Cross Tabs as a Quantitative Research Method. One can gather primary data or information through qualitative research methods as well as quantitative research methods. Primary market research is the most common type of a market research method and is also the most valuable type.