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METHODS OF MARKET RESEARCH
Types and Examples:
Primary

Questionnaires
Testing and Observation
Telephone/postal Surveys

Secondary

Company Reports
Internet
Books and Newspapers



Primary Research:
Advantages

Address issues specific issues linked to own situation
Collect research marketer wants to know
Higher level of control
Is their own ­not shared with others
Kept…

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Advantages

Easy to access
Cheaper
May answer the question
May reduce the need to do Primary Research
Quicker than doing Primary Research

Disadvantages

The information may not be true (­internet) -relaible/ made up?
May not be very specific
Incomplete information
Poor quality of research -Reliable data? -Accurate? -Fair Test?

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