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.

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