primary research

• Advantages of primary research

  • Specific to your business
  • Can be done regularly
  • Up to date
  • Data is more reliable (is yours a lot of people)
• Disadvantages of market research

  • Takes up more time
  • Expensive
  • Low response rates
  • Interview bias
• Interviews

  Face to face questions conducted one to one to find out in-depth information about what the customer thinks
• Questionnaires

  A series of quick, short response questions that often involve people ticking boxes
• Focus groups


  A small group of people who represent the target market, discuss a product, possibly after trialling it
• Trials


  A short time, as the product or service is sold for a test, to see whether your customers like a product
• Methods of market research

  • Interviews
  • Questionnaires
  • Focus groups
  • Trials
• Primary research

  Collecting information yourself for the first time
• Market research

  How a business collects information in order to determine whether their product will sell