3. Primary Research
Experiments, investigations,
or tests carried out to
acquire data first-hand.
4. Primary Research
• Interviews
• Surveys
• Questionnaires
• Focus Groups
5. Secondary Research
Secondary research is to
analyze data that has
already been published.
6. Questionnaire
List of a research or survey
questions asked to respondents,
and designed to extract specific
information.
7. Questionnaire
Serves three basic purposes:
1. Collect the appropriate data
2. Make data comparable and
amenable to analysis
3. Minimize bias in formulating
decisions
8. Sample
A sample is a group of people
drawn at random from all those
people who are in your chosen market.
10. Dichotomous Questions
A question has two possible responses.
Surveys often use dichotomous questions
that ask for Yes/No, True/False
or Agree/Disagree response.
11. Likert Response Scale
Survey questions that attempt to
measure on an interval level.
12. Semantic Differential
An interval question that is assessed
by the respondent on a set of
opposite adjective pairs