Primary research involves collecting original data through methods like questionnaires, surveys, interviews, and observations. It provides percentages and different views on topics from a large number of people. Secondary research uses already existing information from sources like libraries, reports, and newspapers. While extensive secondary data is available online, it may not be as customized or useful as primary research for a company's specific needs, like determining willingness to pay for a new product design.

1. What is primary research?
Primary research
involves the collection
of data that does not
already exist, which is
research to collect
original data.

2. EXAMPLES OF PRIMARY
RESEARCH
• Questionnaires
• Surveys
• Interviews
• Focus groups
• Observations
• Content analysis

3. How useful is it?
Very useful, like questionnaires
are anonymous, but can be
circulated to large number of
people. This can give you
percentages and people
different views on the same
topics.

4. What is Secondary Research?
Secondary research is another way of
conducting research, however it differs
from primary research as the information
found has already been put together by
someone else. Some people think of it as
“second hand” information.

5. Examples of Secondary Research
• Visiting a library and reading through
books
• Reports
• Newspapers and extracting the
information that was relevant.
Now we have PCs and the internet there is
an enormous amount of secondary data
available to us.

6. How useful is it?
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.K.
teenagers spent last year on Football
shoes, but not how much they're willing to pay for
the particular shoe design your company has in
mind.

7. How useful is it?
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.K.
teenagers spent last year on Football
shoes, but not how much they're willing to pay for
the particular shoe design your company has in
mind.