PRIMARY AND SECONDARY RESEARCH QUALITATIVE AND QUANTITATIVE DATA

1. TYPES OF DATA AND RESEARCH
PRIMARY RESEARCH: is data you find yourself which makes it original you can use questionnaires,
interviews and focus groups to gather this information.
SECONDARY RESEARCH: research using information already gathered by other people or
organisations often available in books, the internet and magazines.
PRIMARY RESEARCH
PROS CONS
ENABLES YOU TO ASK SPECIFIC QUESTIONS AND
GATHER SPECIFIC ANSWERS
TIME CONSUMING
CAN FOCUS ON BOTH QUALITATIVE AND
QUANTITATIVE ISSUES
MAY NOT GET THE CORRECT ANSWERS
SECONDARY RESEARCH
PROS
CONS
EASY TO ACCESS MIGHT NOT HAVE ALL THE INFORMATION NEEDED
COULD BE CHEAP INFORMATION MIGHT NOT BE IN DATE
QUALITATIVE DATA: to observe, record and interpret non-verbal communication (i.e., body
language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews
or discussions, and during analysis.
QUANTATIVE DATA: data that can be measured, it’s about quantities (how many there are) .
QUALITATIVE DATA
PROS CONS
CHEAP HARD TO IDENTIFY
HAVE TO INTERVIEW A LOT OF PEOPLE BIASED ANSWERS
QUANTATIVE DATA
PROS CONS
RELIABLE ANSWERS COULD BE EXPENSIVE
EASY TO COLLECT ANSWERS LIMITED SEARCHES