Primary Research

Purpose To understand the qualitative and

quantitative methods commonly used in primary research

Primary Research Collection of original, often proprietary,

information to meet the specific interests of the research sponsor

Can be used As a substitute for secondary research OR as a complement to secondary research

Primary Research Categories Qualitative Research

In-depth, insight generating Non-numerical ‘Directional’

Common Techniques Personal interviews (depth, one-on-one) Focus groups (8-12) and mini-groups (3-6)

Advantages of Qualitative Research

Allows us to ‘get close to the issues’ To better understand the link between

attitudes, beliefs, and behaviors

Allows time and opportunity to probe the whys

Uses of Qualitative Research

Can lend insight to what direction planning decisions should take

Can be a useful precursor to quantitative research, questionnaire development

Primary Research Categories Quantitative Research

Numerical Statistically reliable Projectable to a broader population

Advantages of Quantitative Research

Provides the best means for understanding large populations in numerical terms

Data gathered can be analyzed through inferential and descriptive statistical procedures

Uses of Quantitative Research

Can be accomplished quickly, efficiently*

Gauges broad patterns, trends

Can be a useful precursor to qualitative research, discussion guide development

Quantitative Research Common Techniques

Observation research* Physiological Research Survey Research

Observation Research Natural v. Contrived (mystery shopper)

Do subjects realize the researcher is watching or not?

Disguised vs. Open observation

The means by which information is recorded Structured (checklist) vs. Unstructured (narrative)

Physiological Research Techniques Eye tracking

Detects what, in what order, and for how long a viewer processes information

Galvanic skin response Detects emotional stimulation or stress level

through perspiration

Physiological Research Techniques Brain wave analysis

Detect activity and involvement based on brain waves

Voice pitch analysis Detects changes in voice pitch and vibration

Methods of Survey Research Personal interviews

Telephone interviews

Mail Surveys

Electronic/Interactive Surveys

Criteria for Identifying Which Method Is Best Cost

Timing Requirements

Sample Characteristics/Requirements

Accuracy of data required

Criteria for Identifying Which Method Is Best Complexity of the topic

Interview length

Response rate required Tolerable non-response error

Administrative control required

Qualitative or Quantitative? Gator Advertising has developed two new

advertising campaigns. Research has been recommended to help the agency select the strongest campaign for client recommendation. “Strongest” will be evaluated in terms of “liking” and purchase intent.”

What kind of research should we recommend?

Qualitative or Quantitative? The client, a gasoline manufacturer, has

decided that its new advertising campaign should not be directed toward “all users” as in the past, but to a smaller, better defined segment of purchasers. Research is needed to identify the size and characteristics of different user segments.

What kind of research should we recommend?