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Marketing Research Tools
Primary and secondary research tools are two different approaches to collecting data for market research. Each form of data collection consists of different uses, benefits and limitations. Using qualitative and quantitative approaches the data collection forms and tools vary. Primary and secondary research is a useful marketing tool that contains various tools.
Definition
Primary Research
Primary research is a process of collecting data in reference to the research subject or problem at hand directly from the real world. Examples of primary research include interviews, surveys and observations. Primary research is data collected by the researcher themselves specifically for the situation (Owl, 2010).
Secondary Research
Secondary research is data that has been prior collected by another researcher for a purpose other than the subject or problem at hand. Secondary data can consist of internal records, external sources such as printed sources (such as magazines and books), internet sources, or other marketing data sources (Aaker, Day, & Kumar, 2007).
Differences in Data Collection Tools
Primary and secondary data are both useful forms of data collection for marketing research. Primary and secondary data vary in the way they can be used, their benefits, and their overall weaknesses.
Uses of Data
Secondary data can be useful when collecting already formulated data, such as population numbers or income figures. Examples of such are reports that come from the Census Bureau. Also, secondary data can be useful when examining new and arising products that may later be enhanced by primary research to expand one’s own market. Secondary data is useful as well to cross reference primary data (Aaker, ...
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...e that is more primary research, such as a focus group. There is little to no room of interpretation and needs to be focused. Quantitative research on the other hand is large scale sampling, has more room for interpretation, is more casual and descriptive, and comes in a form of questionnaires. Secondary research can highly benefit from quantitative research and primary research as well can be used to collect this data set. Primary and secondary research is two research tools that contain benefit and weakness and change in regards to their method of collection.
Works Cited
Aaker, David A. Day, George S. Kumar, V. Marketing Research. (2007). Retrieved 5/26/2011.
Gates, Roger. McDaniel, Carl Jr. Marketing Research. (2007). Retrieved 5/26/2011.
Owl. Primary research. (2010). Retrieved 5/24/2011. Retrieved from http://owl.english.purdue.edu/owl/resource/559/03/
Secondary Source (McMillan, 2012, p. 70): A secondary source is document that does not present information that the author has gathered, but rather explains and summarizes a study that has been previously conducted by someone
7) In what ways might the market research information presented by the two sources not be helpful?
Parahoo (2014) refers basic research to as pure research conducted to develop, test and refine theories and generate new knowledge to help in provision of quality and effective health services to patients. In other cases, basic research is said to seek more knowldeg for knowdleg sakes. Basic research mainly makes use of animal testing to come up with new ways and medication
According to Smith (1983) quantitative research is to explain, predict and develop laws that can be universally applied and Qualitative research is the interpretation and understanding of what people give to their situation. The researchers clearly stated the purpose of their studies, aim, objectiv...
Research can be quantitative and qualitative. Quantitative research is objective and involves measuring the phenomena under investigation. Qualitative research is subjective, explores experiences and feelings, and involves the recording of phenomena that cannot easily be quantified (Toates, 2010, pp. 5-6). Both are empirical since they involve data collection (OU, n.d.).
Hinds, P.,Vogel, R., and Clarke-Steffen, L. (1997) ’The possibilities and pitfalls of doing secondary analysis of a qualitative data set’ Qualitative Health Research 7:3 pp. 408-424
Data can give you quite a bit of information about your customers. By examining it, you will be able to begin to see patterns and learn the habits of your customers. This could mean that you are able to provide the correct number of products at the perfect time instead of having a shortfall or being left with additional stock long after interest has fallen in the product.
Quantitative research may be seen as the less contentious of the two because it is more closely aligned with what is viewed as the classical scientific paradigm. Quantitative research involves gathering data that is absolute, for example numerical data so that it can be examined as unbiased as possible. The main idea behind quantitative research is that it is able to separate things easily so that they can be counted. The researcher generally has a clear idea of what is being measured before they start measuring it, and their study is set up with controls. Qualitative research on the other hand is a more subjective form of research, in which the research allows themselves to introduce their own bias to help form a more complete picture. Qualitative research may be necessary in situations where it is unclear of what is exactly being looked for in a study, while quantitative research generally knows exactly what it is looking for. Questionnaires and surveys are quantitative socio-legal research, because it is the collection of numerical data, or data that can be easily being turned into a numerical form. In terms of analysing quantitative data, Excel is the b...
Pure, hard numbers allow researchers to fully understand and evaluate their work. With Qualitative research producing good quality facts is a bit harder as it only produces descriptions and translation of the research. Quantitative and qualitative research can be used in conjunction with each other but in maybe in something outside of business. For example, if you were to pair the two research functions when looking at a real world issue like domestic violence. Quantitative research/analysis could be used to show how many people in the study are affected by domestic violence, and qualitative analysis to explain the symptoms of those who have suffered through a relationship where domestic violence was problematic. If I had a business of my own, I would much prefer to use quantitative research and analysis, as I would be motivated by numbers to have a better understanding of my production and rates of success and
Quantitative research uses a deductive reasoning also known as top to bottom or (top down approach) starting with a theory, then the hypothesis, followed by observation and finally confirmation , going from the general to the more specific. Quantitative methods use numbers and statistics to show the results of the research exercise and mainly are concerned with mathematics and statistics. In quantitative research there are levels of measurement being firstly nominal which are names of things followed by ordinal sequence of things, interval where the sequence has equal distance between each item, and ratio where there is a true zero (Alston & Bowles, 2003, p. 7-9).
We believe it is clear that both qualitative and quantitative research have many benefits and many costs. In some situations the qualitative approach will be more appropriate; in other situations the quantitative approach will be more appropriate.
Primary marketing research is collected for the first time if the company has enough money to finance it, but in most case it is the second more accurate one. It is original and collected for a specific purpose, or to solve a specific problem. Primary research delivers more specific results than secondary research, more expensive and time consuming, which are an especially important consideration when the company is launching a new product or service. There are many ways to conduct primary research. By customizing tried-and-true approaches, focus groups, surveys, field tests, interviews or observation, you can gain information about your target market. Primary research is generally based on sampling techniques and requires statistical methodologies. The sample size could be as small as 1 percent of the market and thus the information and results gathered are highly accurate.
On the other hand, quantitative research allows you to test hypothesis derived from theories, associated with the issues being investigated. It is less flexible, as there are standardized procedures and techniques for collecting, organizing and analyzing the data (Kuada, 2012).
For this research, I used primary and secondary sources to carry out my report for this information.
On the other hand, weaknesses existed. The primary research was the most difficult and frustrating sector, for it was difficult to keep in touch with the potential competitors; hence, a chance to learn more and analyse deeper from the potential competitors was missed. To conclude, the result and analysis of primary and market research which was based on the questionnaire was not convincing enough, and it was the main sector which needed to improve in the future.