Primary market research

• What are the two main categories of market research?

  Primary and secondary
• Primary research is collected for a specific purpose
• Primary research data is gathered from pre-existing sources.

  False
• Face-to-face interviews with suppliers are an example of primary research
• What is an example of primary research involving customers and a new product concept?

  Focus group
• Why are online surveys increasingly important in primary research?

  Feedback from customer service
• Mystery shoppers evaluate customer service anonymously.
• What is the role of mystery shoppers in primary research?

  Assess customer service levels
• Testing new products before launch is a form of primary research
• Order the steps typically involved in conducting primary research:

  1️⃣ Define research objectives

  2️⃣ Choose research methods

  3️⃣ Collect data

  4️⃣ Analyze data

  5️⃣ Draw conclusions
• What is the main benefit of primary research?

  Focused on specific objectives
• Primary research data is considered up to date
• Primary research provides detailed qualitative insights.
• What is a primary drawback of primary research related to sampling?

  Risk of bias
• Using the wrong sample in primary research can lead to biased conclusions
• Focus groups are a low-cost method of primary research.

  False
• Why are focus groups costly in primary research?

  Participant expenses