Primary research
- Created by: noe
- Created on: 02-09-20 19:52
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- PRIMARY RESEARCH
- Involves collecting information that didn't exist before the research began
- Advantages
- Data collected applies to the issue being researched
- Business that collects it will be the only one who has it
- DRAWBACKS
- Expensive and takes longer
- Sample taken may not represent the views of all the population
- If research method is flawed, results will be flawed
- METHODS
- Questionnaire/survey: a list of written questions which record the views and opinion of respondents.
- They must have a balance of open and closed question, clear and simple questions, no leading questions and not be too long.
- Postal surveys: people can complete them in their own time but usually not returned so resources lost
- Online surveys: cheap and businesses can send them to customers after purchases for feedback
- Product trials: consumers are encourages to use or test a product before it is launched fully into the market
- Test marketing: selling a new product in a restricted geographical area before a wider launch.
- Allows to make late adjustments to the product
- Face-to-face interviews: questions can be explained in case of confusion but people don't like being approached in the street
- Consumer panels: groups of costumers asked for feedback for a period of time to see how customers react to change.
- Telephone interviews: cheaper and more area covered but most people don't pick up business' phones
- Focus groups: a group of costumers is invited to a discussion by researchers where they have to answer detailed questions.
- Cost-effective but group may be too small.
- Questionnaire/survey: a list of written questions which record the views and opinion of respondents.
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