Conducting surveys to create market data or using other research instruments such as questionnaires, focus groups, interviews, etc. It is not necessary to have a large sample size. Samples as few as one percent of a target market can often provide reliable results, under the direction of experienced researchers. Primary research can be either qualitative or quantitative . Qualitative research provides definitive market information regarding the opinions and behaviors of the subjects in the market researchstudy.
Qualitative research is used to achieve a variety of objectives.
Provide direction for the development of questionnaires Personal interviews and focus groups are the most common qualitative research techniques. Minimum of two groups scheduled per target market Group dynamics factor in data collection Quantitative research creates statistically valid market information. Minimize risk Obtain reliable samples for projecting trends Personal, telephone and mail surveys are the most common quantitative techniques. Interviewer can use visual displays Allows for good sampling control Costly Time consuming May contain interviewer biases Telephone Surveys Advantages Disadvantages Fast Lower cost than personal surveys Small response bias Wide geographic reach compared to personal surveys Survey length is limited. Difficult to reach busy people.