What is primary research?

Primary research involves the collection of data that does not

already exist, which is research to collect

original data.

EXAMPLES OF PRIMARY RESEARCH

• Questionnaires

• Surveys

• Interviews

• Focus groups

• Observations

• Content analysis

How useful is it?

Very useful, like questionnaires are anonymous, but can be circulated to large number of people. This can give you percentages and people different views on the same topics.

What is Secondary Research?

Secondary research is another way of conducting research, however it differs

from primary research as the information found has already been put together by

someone else. Some people think of it as “second hand” information.

Examples of Secondary Research

• Visiting a library and reading through books

• Reports• Newspapers and extracting the

information that was relevant.Now we have PCs and the internet there is

an enormous amount of secondary dataavailable to us.

How useful is it?

The downside of secondary market researchis that it is not customized to your needs, so

it may not be as useful as primary marketresearch. For example, secondary research

will tell you how much money U.K.teenagers spent last year on Football

shoes, but not how much they're willing to pay forthe particular shoe design your company has in

mind.