Primary research
Also known as field research, it involves collection and collation of original data through direct contact with potential or existing customers.
Methods of Primary research are:
- Questionnaire: a set of questions focusing on finding information. It can be postal, telephonic or face to face
- Interviews: Prepared questions asked by an interviewer and detailed input is collected.
- Consumer Panels: Groups of people who are willing to provide their input and feedback on particular products or services.
- Observations: recording, watching or auditing a particular activity or product.
- Experiments: for new products to a limited geographical area or limited number of customers and finding out their feedback.
Types of Information
Market research collects two types of data:
- Quantitative data: finding the quantity or ‘how many’
- Qualitative data: finding out the opinions and judgement or reasons for particular action.
