Primary Market Research

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6 Terms

1

What is primary research?

Data collected first-hand for a specific research purpose

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2

What is secondary research?

Data that already exists and which has been collected for a different purpose

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3

What are the examples of primary market research methods?

  • Focus groups

  • Interviews

  • Surveys

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4

What are the modern examples of primary market research?

  • Mystery shoppers

  • Product testing and trial

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5

What are the advantages of primary market research?

  • Directly focused on research objectives= fit for purpose

  • Tends to be up-to-date

  • More detailed insights- particularly into customer views

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6

What are the drawbacks of primary

  • Time-consuming and often costly to obtain

  • Risk of survey bias- Research samples may not be representative of the population

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