Primary and Secondary Research - Quantitative / Qualitative data
By: Christopher Naufel
The three main and most useful purpose of research are exploration, description
Conducted to explore a topic
or familiarize oneself with a
• This is often done through the
use of focus groups which are
frequently used in market
• They are essential when
researcher is breaking new
ground and typically yield new
insights into a topic for
• Describes situation and
• Researcher observes
then describes what they
• Description may contain
something the audience
cannot observe or
understand from first
• Explain things: who?
• Explanatory studies
tend to answer ‘why’.
• This leads the
audience to further
• Primary research is new research that you do and find out answers for yourself.
• Carried out to answer specific issues or questions. It can involve questionnaires,
surveys or interviews with individuals or small groups.
• Primary research does not focus on published information. Primary
research sources could include competitor vendors and suppliers,
competitor clients and customers, etc.
• Primary research is useful to my project because it allows me to keep
up to date as to what people think of a certain product, being the most
research done and it also is the most reliable source as it is research
done by myself.
The primary research I intend to do in my research are questionnaires. This is
because it allows me to find out exactly what I want to know from people directly in
order for me to produce the best product/advert I can.
Since my target audience would be people from the public the best way to know what
they want is to specifically ask them myself.
I would also aim to carry out primary research with a focus group.
This would allow me and the focus group to be open to discussion and ideas about a
certain product instead of only having to answer direct questions.
Focus groups could allow me to broaden my idea about my product and how I will be
willing to advertise it.
My primary research techniques are both qualitative and quantitative.
I intend to present my quantitative data in a bar graph.
It would easily allow me to see what the most popular answer/choices were which would
help me to further develop ideas for my product.
I intend to present my qualitative data in a pie chart because it also shows me
percentages of answer, equally allowing me to see what the most popular answers were.
Secondary research is research that you collect from a source which have done the
primary research themselves. In a secondary research you would get someone else’s
findings of a certain research with their results and answers.
For my project , the secondary research I intend to do is to collect evidence which shows
what makes a good advert which makes people want to buy a certain product.
From an advertising book I could find out what the most popular brands are due to their
advertising, and what it is that the certain company conveyed across the advert which
made people want to own it.
From the same source I could also find out what affects the way a brand/product is
advertised: does the brand create a personality or do they show how the product can be
Another secondary research technique I intend on doing is
finding out data from previous questionnaires and focus groups.
This would allow me to see what the public actually thinks,
which is smart because that is the audience I would be selling
the product to.
In order to do this I could enter the Pringles website and find out
what primary research they have previously done in order to
create an advert and personality for Pringles that the whole
public would enjoy
I would also find out if advertising has affected product sales
My secondary research would be both qualitative and quantitative.
I intend to present my findings in graphs, pie charts and tables.
This would allow me to see what the majority of the public thinks and everyone’s
individual answers with their own ideas would be shown which allows me to expand my
ideas as to how I can pitch my product.
My quantitative and qualitative data can both be shown in a bar graph because it allows
me to use numbers and words. They would both allow me to see the number of people
that chose a specific answer to something, which is the easiest way to distinct popular
answers in a graph.
However, as always, there can be weaknesses with using secondary data.
The secondary data may be from an unreliable website which could portray false findings and
The data may be old and not updated and people’s survey answers and data could change. The
findings will not be very recent meaning it is not what people think at the current time which I
would be producing my advert.
This could lead to me have wrong interpretations of what the public think
To avoid this I will be using books as secondary research and only use reliable websites which
are recommended by teachers and have a high popularity.