Primary vs. Secondary Research
When conducting research, when is it conducive to use primary research over secondary research and vice versa? Both research techniques are viable and beneficial. They each have purpose and can be used as a marketing research template when conducting research. Both techniques are equipped with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the research process can be seamless and quite effective. Moreover, market research can assist a researcher in making accurate decisions and improve the chance of success. This paper will explain the difference among research tools used in primary and secondary research. It will also depict the differences in primary and secondary research when using qualitative and quantitative approaches. Additionally, it will indicate which tools are used for each approach and why.
Primary Research Tools
Primary marketing research is tailored to a company's particular needs. It is conducted by an individual or by an outsourced research firm. It gathers information directly from the source. “Primary sources of information is information you gather direct from the source. This information is more time consuming to gather but it does ensure that you have information that is directly relevant and timely” (Karen Paiyo). There are various research tools used when conducting primary research. These tools include interviews, focus groups, surveys, and observation. Each can be extremely effective. Interviews (one-on-one conversations with prospective purchasers) are excellent for testing of research hypotheses. They give tremendous insight regarding a product or service. Focus groups (groups meeting consisting of a ...
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...primary research that gathers vast amounts of information. Quantitative research is a derivative of secondary research and is associated with the gathering of data, as in numbers, height, weight etc. In order for either research to effective, the proper research tool must be used in its right context. If not, the research will prove to be a less adequate one.
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