To introduce primary market research and associated techniques Facilitator: g THIERRY Mbenoun
Objective 1-4 describe what is meant by primary research, including the difference between primary and secondary research examine different methods of collecting primary research, including surveys and questionnaires, focus groups, experiments and observation understand the concept of population and sample make judgments about the benefits and limitations of focus groups as a primary research method.
Primary Research First hand information Expensive to collect, analyse and evaluate Can be highly focussed and relevant Care needs to be taken with the approach and methodology to ensure accuracy Types of question – closed – limited information gained; open – useful information but difficult to analyse
Quantitative and Qualitative Information: Quantitative – based on numbers – 56% of 18 year olds drink alcohol at least four times a week - doesn’t tell you why, when, how Qualitative – more detail – tells you why, when and how!
Advantages and DisadvantagesAdvantagesr Addresses Specific Research Issuesi Greater Controli Efficient Spending for Informationn Proprietary InformationDisadvantagesg) Higher Costh) Time Consumingi) Not Always Feasible
keyword for PrimarySourcesYou should type your research subject first then one of these words.If you can search these are several examples of words that would identify a source as primary. charters correspondence diaries early works interviews manuscripts oratory pamphlets personal narratives sources speeches letters documents
Preliminary decisions in questionnairedesign There are nine steps involved in the development of a questionnaire: 1. Decide the information required. 2. Define the target respondents. 3. Choose the method(s)of reaching your target respondents. 4. Decide on question content. 5. Develop the question wording. What kind of questions do we ask? open format or closed format. 6. Put questions into a meaningful order and format. 7. Check the length of the questionnaire. 8. Pre-test the questionnaire. 9. Develop the final questionnaire form.
ConclusionPrimary research consists in research to collect original data. This can be through numerous forms, including questionnaires,direct observation and telephone interviews amongst othersTo undertake primary research you need to choose a method appropriate to the information you need.