Primary research

Also known as field research, it involves collection and collation of original data through direct contact with potential or existing customers.

Methods of Primary research are:

Questionnaire: a set of questions focusing on finding information. It can be postal, telephonic or face to face
Interviews: Prepared questions asked by an interviewer and detailed input is collected.
Consumer Panels: Groups of people who are willing to provide their input and feedback on particular products or services.
Observations: recording, watching or auditing a particular activity or product.
Experiments: for new products to a limited geographical area or limited number of customers and finding out their feedback.

Types of Information

Market research collects two types of data:

Quantitative data: finding the quantity or ‘how many’
Qualitative data: finding out the opinions and judgement or reasons for particular action.