Sample size
Bias
Focus
Cost
Data that has not been processed by a firm
Using questionnaires to collect quantitative data
Collecting new data for a specific purpose
Using experimentation and observations to find out what customers want or need
To gather data that does not already exist
To discover their customers' needs and wants
To produce better goods and services for their customers
To gain more market share
Reference books
Government publications
Observations
Company annual reports
The data already exists so it is cheaper to gather
It is normally less time consuming to gather
It saves data collection expenses
It is unique to the purpose of the research
The latter method relies on a much larger number of respondents to get a statistically valid set of answers
The former method uses a large sample size
One relies on primary research whilst the other relies on secondary research
The former method can be statistically analysed
Understand the behaviour, attitudes and perceptions of customers or employees
Aid marketing or organisational decision-making
Aid statistical analysis of factual findings
Gather the views of a small group of people before the mass launch of a product
Uses hard data to aid statistical analysis
Is based on numerical data and information
Is based on only using primary research techniques
Deals with questions such as 'how much?', 'how many?' and 'how often?'
Newly published government reports
Customer suggestion or comment sheets
Economic forecasts for the next twelve months
Information from competitors
Focus groups
Observations
Suggestion boxes
Social trends
Government statistics
Internet sites
Group interviews
Social trends
Unrepresentative sample used to generate findings
Respondents may exaggerate their views
Wrong or inappropriate questions may be asked
May lack specific focus
Trying to identify market trends
Assessing customer reactions to new products
Forecasting potential sales of a new product
Segmenting markets by age, gender, income and ethnic background
Desk, existing
New, new
Field, new
Field, existing
Personal interviews
Telephone interviews
Postal surveys
Using annual company accounts
Government publications and statistics
Observation and surveillance
Quantitative research
Trade research and development
Primary research
Desk research
Qualitative research
Quantitative research
Observations
Focus groups
University research publications
Photographic evidence
It uses existing data and information for market research purposes
Data is often provided by specialist market research firms
It includes the use of survey and interview findings conducted by the firm
It includes industry surveys that have been carried out
Field research
Secondary research
Qualitative research
Quantitative research
Segmentation
Demography
Geography
Psychology
Gender
Age
Lifestyle
Religion
It acknowledges the fact that customers are different
It is used for primary research only
Demographics is the most common method of segmentation
It allows a firm to fine-tune its marketing mix
Demographic
Geographic
Psychographic
Ethnicity
Positioning
Branding
Segmentation
Physical evidence
Wait!
Here's an interesting quiz for you.