Business Studies: Types of Research

These card cover the different types of research.

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Primary Research

When a firm carries out first-hand research by field work, e.g. a questionnaire about customer perceptions of its products.

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Qualitative Research

In-depth research using depth interviews, used to find out customers' behaviour and attitudes.

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Quantitative Research

Research involving large quantities of data, which allows statistical analysis of the results.

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Secondary Research

Desk research; Research that has been previously carried out or published for another body or purpose.

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