P3 Unit 3
Primary research
Primary research is data and information that the business has gathered first hand and has not been
gathered before. Internal primary research data sources include:
- Sales figures for the business’s own products
- Customer data held on a central database
- Questionnaires and surveys
- Interviews and focus groups
- Mystery shoppers, and other observation techniques
Secondary research
secondary research uses data and information that has been collected before, either from
within the organisation or by another organisation. Secondary research is sometimes
referred to as desk research and sources include:
- Reports from sales and regional representatives
- Previous marketing research
- Trade journal and websites
- books and newspapers
- industry reports from industry associations and government departments
- census data and public records
There are also qualitative and quantitative research methods. Well planned marketing
research often involves a combination as they can reveal different things about the same
market.
Quantitative research
Quantitative research relates to numbers and figures that can be analysed mathematically
and presented graphically. This can includes sales figures, market values. But quantitative
research can also include responses from customers. This questions are most of the time like
a kind of check list. And you can choose between a few answers.
Primary research
Primary research is data and information that the business has gathered first hand and has not been
gathered before. Internal primary research data sources include:
- Sales figures for the business’s own products
- Customer data held on a central database
- Questionnaires and surveys
- Interviews and focus groups
- Mystery shoppers, and other observation techniques
Secondary research
secondary research uses data and information that has been collected before, either from
within the organisation or by another organisation. Secondary research is sometimes
referred to as desk research and sources include:
- Reports from sales and regional representatives
- Previous marketing research
- Trade journal and websites
- books and newspapers
- industry reports from industry associations and government departments
- census data and public records
There are also qualitative and quantitative research methods. Well planned marketing
research often involves a combination as they can reveal different things about the same
market.
Quantitative research
Quantitative research relates to numbers and figures that can be analysed mathematically
and presented graphically. This can includes sales figures, market values. But quantitative
research can also include responses from customers. This questions are most of the time like
a kind of check list. And you can choose between a few answers.
