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The Difference Between Secondary and Primary Market Research

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❶For instance, you can find secondary market research online at government or industry websites, at your local library, on business websites, and in magazines and newspapers.

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It is tailored precisely to your needs. Secondary research typically covers broad areas of generalized inquiry and may not be timely.

Primary research can be costly and time-consuming to execute. Secondary research is usually available immediately for no cost or little cost. Surveys, interviews, observation and focus groups are the most common methods of conducting primary research.

Your primary research can be either quantitative or qualitative. Think of quantitative research as serious number-crunching research that can be placed on an Excel spreadsheet. Surveys are a common form of quantitative research.

Qualitative research is used for in-depth probing into inherently non-quantifiable subjects, such as attitudes and opinions people may have about your new advertising slogan or why they prefer your competitor's frozen lasagna over yours. Interviews, observations and focus groups are typically used in qualitative research. As a small-business operator, primary research can be an excellent way to gain advantage over your competition. You can use primary research to assess the effectiveness of advertising and promotional campaigns with small groups before you invest substantial amounts in production and media.

You can conduct online surveys of current customers and use social media to get feedback on a new product or service idea you may have. You can survey your channel partners to get their reaction to a retail promotion you're considering.

There are countless ways to use primary research to help grow your business. Avoid reinventing the wheel. Explore secondary data sources before you start a primary research project. You may find what you're looking for and need not go any further. Consult with the reference librarian at the main branch of your public library. Reference librarians usually know what data is available and where it's located. The most challenging part of conducting primary research is figuring out where to start.

Many business owners start by visiting the marketing department of their local college or university to obtain guidance from one of the marketing professors. There are two types of market research: Secondary research is based on information from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations.

Census Bureau information and Nielsen ratings are secondary market research. Secondary market research is easy to find, and much of it is free or low-cost. For instance, you can find secondary market research online at government or industry websites, at your local library, on business websites, and in magazines and newspapers. The downside of secondary market research is that it is not customized to your needs, so it may not be as useful as primary market research.

For example, secondary research will tell you how much money U. Focus groups, surveys, field tests, interviews, and observation are examples of primary market research. Primary market research lets you investigate an issue of specific interest to your business, get feedback about your website, assess demand for a proposed service, gauge response to various packaging options, find out how much consumers will pay for a new product, and more. In addition, primary research is usually based on statistical methodologies that involve sampling as little as 1 percent of a target market.

This tiny sample can give an accurate representation of a particular market. The downside of professionally conducted primary market research is that it can be expensive — several thousand dollars or more.


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Defining Primary Data in Market Research. Primary data is information that you collect specifically for the purpose of your research project. An advantage of primary data is that it is.

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Primary research is designed to meet your unique and specific needs. This fundamental research is conducted by you (if you're on a tight budget), or by a research firm that you hire for the project—usually a firm that comes recommended by a colleague.

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Primary market research is tailored to a company’s particular needs and is conducted either by you or by a company that you pay to conduct the research for you. Focus groups, surveys, field tests, interviews, and observation are examples of primary market research. Primary marketing research is proprietary, original research that you own, while secondary research is conducted by a third party and available to anyone.

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Doing only primary market research – Another common mistake that must be avoided when doing market research is doing only primary market research. Businesses often make the mistake of spending so much time on primary research that they forget that using secondary sources for data could also prove useful and a lot more time-saving. Read on for a quick breakdown of secondary and primary data and tips for finding valuable insights for your market research needs. At the highest level, market research data can be categorized into secondary and primary types.