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Marketing Research Tools A variety of marketing research tools are available and are categorized as primary or secondary research. Discussion of how primary or secondary research tools fall into quantifiable or qualitative research and what qualifies as quantifiable or qualitative approaches is addressed. Quantitative Research According to Burns and Bush (2006), “quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents is involved” (p. 202). Quantitative research often uses numerical values; however, the data is always very structured in standardized form, are clear in definition, and provide an orderly process. Qualitative Research “Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and statements are in a qualitative or non-standardized form” (Burns & Bush, p. 202, 2006). This type of research is beneficial in gathering behavioral data; however, it can be lengthy in interpretation time, resulting in delayed outcome. Sampling will typically be smaller in size also. Primary Research Primary research is considered pertinent to the research at hand specifically formatted, conducted, and compiled to reflect substantive data directly related to the specific issue. Primary research can be expensive to prepare, implement, and data interpretation can be time consuming. Primary research can be both qualitative and quantitative in data provided, often referred to as pluralistic research. There are two primary categories of primary research, which are exploratory, and specific, and directed at a target audience that would provide substantive... ... middle of paper ... ...y data both possess benefits to an organization; however, it is ultimately dependent upon the information needed regarding the best type of research application for the particular organization. Commonly the most cost efficient way for an organization is to glean what information is available in the secondary data sources. If research information proved insignificant, primary research may be the best research to implement. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons. Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall. Entrepreneur Media, Inc. (2011). Small Business Encyclopedia: secondary market research. Retrieved November 19, 2011, from http://www.entrepreneur.com/encyclopedia/ term/82616.html.