05. Primary and Secondary research

Primary research → Data gathered for first time

1. face to face interview

   1. Understands their motives

2. Questionnaires

   1. Cheap, standard questions easy to analyse, avoids questioner bias

   2. May get low response, may not be representative, people who conduct them need to be trained

3. Internet survey

   1. Cheap

   2. Response rate may be poor

4. Focus groups

   1. Can discuss range of issues in detail, brings attention to problems, cheap

   2. May not be representative

5. Observations

   1. Insight into how people shop + type of people they are

   2. Expensive, biased if carried out at unrepresentative time

Secondary research → Data that has been gathered already

1. Internet

   1. Track website activity of potential customer, insight into potential customer

   2. Unreliable

2. Market research companies

   1. Depth + focused on specific industries

   2. Expensive

3. Competitors data

4. Newspapers and magazines

   1. Cheap, insight into market, economy + competitor

   2. Some unreliable