Primary market research

1. To introduce primary market research
and associated techniques
Facilitator: g THIERRY Mbenoun

2. Objective 1-4
 describe what is meant by primary research, including the
difference between primary and secondary research
 examine different methods of collecting primary research,
including surveys and questionnaires, focus groups,
experiments and observation
 understand the concept of population and sample
 make judgments about the benefits and limitations of
focus groups as a primary research method.

3. Market Research

4. Primary research

5. Primary Research
 First hand information
 Expensive to collect, analyse and evaluate
 Can be highly focussed and relevant
 Care needs to be taken with the approach and
methodology to ensure accuracy
 Types of question – closed – limited information
gained; open – useful information but difficult to
analyse

6. Quantitative and Qualitative Information:
 Quantitative – based on numbers – 56% of 18 year
olds drink alcohol at least four times a week - doesn’t
tell you why, when, how
 Qualitative – more detail – tells you why, when and
how!

7. Advantages and Disadvantages
Advantages
r Addresses Specific Research Issues
i Greater Control
i Efficient Spending for Information
n Proprietary Information
Disadvantages
g) Higher Cost
h) Time Consuming
i) Not Always Feasible

8. keyword for Primary
Sources
You should type your research subject first then one of these words.
If you can search these are several examples of words that would identify a source as primary.
 charters
 correspondence
 diaries
 early works
 interviews
 manuscripts
 oratory
 pamphlets
 personal narratives
 sources
 speeches
 letters
 documents

9. Preliminary decisions in questionnaire
design
 There are nine steps involved in the development of a
questionnaire:
 1. Decide the information required.
2. Define the target respondents.
3. Choose the method(s)of reaching your target respondents.
4. Decide on question content.
5. Develop the question wording. What kind of questions
do we ask? open format or closed format.
6. Put questions into a meaningful order and format.
7. Check the length of the questionnaire.
8. Pre-test the questionnaire.
9. Develop the final questionnaire form.

10. Conclusion
Primary research consists in research to collect original
data. This can be through numerous forms, including
questionnaires,direct observation and telephone
interviews amongst others
To undertake primary research you need to choose a
method appropriate to the information you need.