Primary Research

What is primary research?

Data or research that is collected first-hand and tends to be more reliable

What are the pros and cons of focus groups?

Pros: Measure reactions not just opinions

Times-saving

Cons: Expensive

May not be a good representation of the wider audience

What are the pros and cons of interviews?

Pros: Capture non-verbal cues and emotions

Can ask for more detailed responses

Cons: Expensive

Manual data entry and a limit to sample size

What are the pros and cons of online survey forms?

Pros: Cna gain larger sets of data at a fast rate

Significant cost-cutting

Cons: Impersonal and requires user to have internet

Possibility of low responses rates

What are the pros and cons of questionnaires?

Pros: Does not require technology or internet

Easy to conduct and can be anonymous

Cons: May not be completed and forms could be lost

Questions could be misinterpreted