Methods of primary market research

By AllBusiness Editors In: With concise and straightforward questionnaires, you can analyze a sample group that represents your target market. The larger the sample, the more reliable your results will be.

Methods of primary market research

There are several ways to categorize the various market research methods.

Methods of primary market research

The vast majority of techniques fit into one of six categories: Secondary research happens to be the first of six market research methods.

The other five are all different flavors of primary research. Secondary Market Research Secondary research is simply the act of seeking out existing research and data. Secondary data could be US Census data, Twitter comments, journals, and much more. The best thing about secondary research is that is it often free and it usually can be done quickly.

Your job as a secondary researcher is to find existing data that can be applied to your specific project.

The four types of primary market research | Canadian Entrepreneur Training

It is possible that you might not be able to find secondary data that is suitable for your research needs. Primary Market Research Method 1 — Surveys Surveys are perhaps the most widely known and utilized method when it comes to market research.

Surveys make a lot of sense when the following conditions are true: In other words, you are beyond the exploratory portion of your research and you now want to test more specific questions. Conversely, surveys are not a great research tool when: Instead, you might conduct a focus group to get a better understanding of the topic.

Here is an example: Instead of using a survey to ask people what color they prefer, you might want to hold a focus group with people who have mice problems and ask them open-ended questions about what they value in mouse control devices.

Now that you have explored the topic and discovered these attributes, you can then measure their relative importance with survey devices. If you are curious why I picked the number 30, here is my rationale.

Surveys can be used effectively for satisfaction research customers or employeemeasuring attitudes, pricing research, fact gathering e. Surveys can be self-administered the respondent reads and answers questions alone or they can be administered by a person who records your answers.

You can read more about survey design best practices e. Primary Market Research Method 2 — Focus Groups Focus groups involve getting a group of people together in a room usually physically, although technology is making virtual, or online focus groups more feasible.

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These people fit a target demographic e. Participants are almost always compensated in some way, whether it be a money, coupons, free products, etc. A moderator will guide the discussion, with a goal of getting participants to discuss the topic among themselves, bouncing thoughts off of one another in a natural group setting.

Professional focus group rooms will have a one-way mirror on one wall, with a team of observers on the other side. The company or group that commissioned the study can sit-in on the meeting, along with members of the research team who can take notes without disrupting the participants.

Focus groups are excellent for exploratory, qualitative research. Focus groups are great tools to use prior to a survey, because it will inform your survey questions to be more specific and targeted.

A follow up focus group with a handful of employees will allow the employer to understand that issue much better What is the problem with the food? Is it the taste, price, healthiness, temperature, something else?


To simplify things, think of individual interviews as focus groups with only one participant and one moderator interviewer. There is a wide spectrum of interviewing formats, depending on the goal of the interview.

Like focus groups, interviews are useful for exploratory research. These tests can be conducted in controlled environments or out in the field natural settings. This form of market research is always quantitative in nature. Some website visitors would see one image and others at random would see a different image.The most basic classification of market research is primary and secondary research..

Secondary research happens to be the first of six market research methods. The other five are all different flavors of primary research.

There are various methods of primary research: We've just flicked the switch on moving all our digital resources to instant digital download - via our new subject stores. Groups of potential customers are brought together to discuss their feelings about a product or market.

Focus groups are a good way of getting detailed information about customer tastes and preferences. Test marketing. This involves selling a new product in a small section of the market in order to assess customer reaction. One major downside to primary market research is cost.

3 Methods for Analyzing Consumer Decisions. Simplify Sampling for Surveys Research. Learn About Using Cross Tabs as a Quantitative Research Method.

Talking Points for . Market Research Techniques: Primary and Secondary Market Research Types Of Market Research Techniques. Primary Market Research. One can gather primary data or information through qualitative research methods as well as quantitative research methods.

Market Research Techniques: Primary and Secondary Market Research

Primary market research is the most common type of a market research . Market research methods The type of information you want to gather about your customers, market or competitors will influence the research methods you choose.

There are different ways to gather information (from primary or secondary sources) and different types of information to gather (quantitative and qualitative).

The Five Basic Methods of Market Research |