Primary research

Types of primary research

quantitative data, qualitative data

advantage of focus group

cost efficient, diverse perspectives

disadvantages of a focus group

requires a trained moderator ,can be biased

Advantages of observation

simple to set up

disadvantages of observation

only literal things are observed, things like opinions are not

advantages test market

reduce the risk of failure

disadvantage of a test market

requires an investment

Advantage of interview

interviewer can explain questions

Disadvantage of interview

requires a trained moderator

Advantage if postal surveys

diverse perspectives

disadvantage if postal surveys

seen as junk mail

Advantage of online survey

Anyone with internet access can answer

Disadvantage of online surveys

seen as junk mail