Primary Market Research

• Market research is the collection and analysis of data and information to inform a business about its market
• Primary market research (field research) involves the collection of first hand data that did not exist before, original data
• Surveys and questionnaires
• Postal research
• Telephone research
• Face-to-face research
• Online research
• In-depth interviews
• Focus groups
• Observational research
• Advantages Primary MR

  • collected specifically for your purpose
  • helps identify the needs and wants of your customers
  • a new product can be developed with greater confidence
• Disadvantages Primary MR

  • can be expensive
  • difficult to carry out accurately
  • entrepreneurs often lack the time and skills to carry out field/primary research