Primary Market Research

Primary research consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data.

Learning Objective

Explain the advantages and disadvantages of primary research

Key Points

Advantages: Addresses specific research issues as the researcher controls the search design to fit their needs Great control; not only does primary research enable the marketer to focus on specific subjects, it also enables the researcher to have a higher control over how the information is collected. Taking this into account, the researcher can decide on such requirements as size of project, time frame and goal.
Disadvantages: Compared to secondary research,[clarification needed] primary data may be very expensive in preparing and carrying out the research. Costs can be incurred in producing the paper for questionnaires or the equipment for an experiment of some sort. In order to be done properly, primary data collection requires the development and execution of a research plan. It takes longer to undertake primary research than to acquire secondary data. Some research projects, while potentially offering information that could prove quite valuable, may not be within the reach of a researcher. By the time the research is complete it may be out of date. Low response rate has to be expected.
All research, whether primary or secondary, depends eventually on the collection of primary research data.

Terms

experiment
An experiment is a method of testing - with the goal of explaining - the nature of reality. Experiments can vary from personal and informal (e.g. tasting a range of chocolates to find a favourite), to highly controlled (e.g. tests requiring complex apparatus overseen by many scientists hoping to discover information about subatomic particles).
Questionnaires
A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton.
Observation
Observation is either an activity of a living being, such as a human, consisting of receiving knowledge of the outside world through the senses, or the recording of data using scientific instruments. The term may also refer to any data collected during this activity. An observation can also be the way you look at things or when you look at something

Example

An example of primary research in the physical sciences: Can the transition temperature of high-temperature superconductors be increased by varying the composition of the superconducting material. The scientist will modify the composition of the high-Tc material in various ways and measure the transition temperature of the new material as a function of its composition.

Full Text

Primary research consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical sciences, amongst others. The term primary research is widely used in academic research, market research and competitive intelligence. There are advantages and disadvantages to primary research.

Advantages:

Addresses specific research issues as the researcher controls the search design to fit their needs
Great control; not only does primary research enable the marketer to focus on specific subjects, it also enables the researcher to have a higher control over how the information is collected. Taking this into account, the researcher can decide on such requirements as size of project, time frame and goal.

Disadvantages:

Compared to secondary research, primary data may be very expensive in preparing and carrying out the research. Costs can be incurred in producing the paper for questionnaires or the equipment for an experiment of some sort.
In order to be done properly, primary data collection requires the development and execution of a research plan. It takes longer to undertake primary research than to acquire secondary data.
Some research projects, while potentially offering information that could prove quite valuable, may not be within the reach of a researcher.
By the time the research is complete it may be out of date.
Low response rate has to be expected.

An example of primary research in opinion research: the government wants to know if people are pleased with how the government is being run, so they hand out questionnaires to the public asking if they are happy and, if not, how to improve.

An example of primary research in the physical sciences: Can the transition temperature of high-temperature superconductors be increased by varying the composition of the superconducting material. The scientist will modify the composition of the high-Tc material in various ways and measure the transition temperature of the new material as a function of its composition.

All research, whether primary or secondary, depends eventually on the collection of primary research data.

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