Primary Research Methods: A Comprehensive Guide for Marketers

Types of Primary Research Methods

Questionnaires

A questionnaire is a set of questions used to collect data for market research.

Advantages:

• Detailed qualitative information can be gathered.
• Customer opinions can be obtained.
• They can be carried out online.
• Vouchers can be offered to encourage participation.

Disadvantages:

• Inaccurate answers may result from poorly designed questions.
• Can be time-consuming and expensive.
• Collating and analyzing answers is time-consuming.

Online Surveys

Online surveys require the target sample to answer questions over the internet.

Advantages:

• Quicker response times.
• Cheaper than interviews or postal questionnaires.
• Easy for participants to complete.
• Data can be quickly analyzed using IT tools.

Disadvantages:

• Lack of an interviewer to explain questions.
• Cannot reach potential respondents without internet access.
• Potential for fraudulent responses.

Interviews

Interviews involve asking individuals a series of questions, often face-to-face or over the phone.

Advantages:

• The interviewer can explain the questions.
• Detailed information can be obtained.

Disadvantages:

• Time-consuming.
• Expensive.

Focus Groups

A focus group is a representative group of people from the target market.

Advantages:

• Detailed information about consumer tastes.
• Understanding of different opinions through group interaction.
• Quicker and cheaper than individual interviews.

Disadvantages:

• Can be time-consuming and expensive if conducted by a specialist agency.
• Discussion can be skewed by the influence of others' opinions.
• A few individuals may dominate the group.

Sampling

A sample is a group of people selected for a market research exercise (e.g., a questionnaire). It's used because researching the entire population is too expensive and time-consuming.

Random Sample:

Individuals are selected randomly as a source of information.

Quota Sample:

Individuals are selected based on specific characteristics (age, gender, income).