What is primary research?
Data collected first-hand for a specific research purpose
What is secondary research?
Data that already exists and which has been collected for a different purpose
What are the examples of primary market research methods?
Focus groups
Interviews
Surveys
What are the modern examples of primary market research?
Mystery shoppers
Product testing and trial
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
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