Primary research

  • Created by: noe
  • Created on: 02-09-20 19:52
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    • 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
      • Expensive and takes longer
      • Sample taken may not represent the views of all the population
      • If research method is flawed, results will be flawed
      • 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.


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