Marketing Research: Primary Vs. Secondary Research

1115 words - 4 pages

Marketing Research: Primary vs. Secondary Research
“Primary data are gathered specifically for the research project at hand. Secondary data is data that have been previously gathered for some other purpose.” (Burns & Bush, 2006). This paper will explore the differences in primary and secondary research when using qualitative and quantitative approaches. The paper will further discuss the tools that are used for each approach.
Quantitative & Qualitative Approaches
“Quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents are involved.” (Burns & Bush, 2006). Quantitative research is associated with the more traditional industry research. The purpose of quantitative research is very clear and well defined. With this type of research, manager and researchers are on one accord and have agreed upon specific information that will be needed for the research that is numerical in nature. On the other hand, “qualitative research involves collecting, analyzing and interpreting data by observing what people do and say.” (Burns & Bush, 2006).
Examining the differences in primary and secondary research while using qualitative and quantitative approaches, primary research can take the form of both quantitative and qualitative research. Primary research is generated by asking questions, conducting trails, surveys and is collected from an original source. Therefore, the quantitative research that is conducted will be of a more scientific approach. There will be structured questions or a hypothesis stated and the researchers position is to prove or disprove that hypothesis thru the collecting and analyzing the results. The data that is normally analyzed is a mathematical form. However, the qualitative research of primary research is basically concerned with opinions and feelings. The data analyzed typically looks at the entire picture as opposed to separate areas
Secondary research which is based on prior researched information can be utilized in qualitative research. The data collected and analyzed can be translated into the information that is needed for the project. “Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research.” (Burns & Bush, 2006). However, there are some advantages and disadvantages to qualitative and quantitative research. Qualitative research is implemented in some cases as an exploratory form of data collection at the beginning of a research project. “Qualitative data can give the researcher a better idea of what to look more closely at for later trails.” (Varoskovic, 1999 – 2010). Qualitative research also allows for a more in-depth or detailed results from the respondents. The disadvantage of qualitative research is that the data is the opinion of the researcher. On the other hand, the advantages of quantitative research are that the data is...

Find Another Essay On Marketing Research: Primary vs. Secondary Research

Marketing Research Essay

1203 words - 5 pages of our own marketing homework ourselves. With some planning, some assistance, and some hard work, do-it-yourself market research will pay off in improving the odds for our new enterprise. It is a skill we will use over and over as the ranch recreation operation grows into the future (Do Your Own, 2004).There are two general types of market research tactics: primary and secondary. Primary research is anything that involves going out into the real

Marketing Research Essay

982 words - 4 pages I am now going to be explaining the limitations of marketing research. Limitations are restrictions that the business has to face; these can affect market research and market planning. Primary research compared to secondary research is expensive as preparing and carrying out research is high. Research is further time consuming, to be done right it requires a plan. Researching start to finish is longer for getting the results they need. This

The Working, Single Mother Primary Care Vs. Secondary Care

1622 words - 6 pages children entered school, they were almost solely responsible. Even later, it was the parents who had the primary duty of guiding their children's education and discipline. Of course, even in 1960, families recognized the difficulty of converting these ideals into reality. Still, they devoted immense effort to approximating them in practice. As it turned out, the mother, who worked only minimally--was the parent most frequently successful in spending

Marketing Research

3307 words - 13 pages Marketing Research 1. EXECUTIVE SUMMARY Sasel Research has developed a research proposal for Epic Developers to investigate the needs and wants when buying inner-city luxury apartments. The information that we collect will determine the advertising strategies that will be employed. Background information must be considered before research design and data collection methods are implemented. We have collected a variety of secondary

Marketing Research

1279 words - 5 pages IntroductionMarket Research is described as a systematic, objective collection and analysis of data about a particular target market, the competition, and environment. Market research incorporates data collection in the form of primary research and secondary research . The primary object of market research is to achieve an increased understanding of the subject matter. With markets throughout the world becoming increasingly competitive, market

Marketing research

1946 words - 8 pages data. Primary are performed either from a MNE’s department either collected by a specialized external company. Judy was interesting of qualitative-exploratory research in order to gather information about consumer’s motivation, attitudes. In other words gathering secondary data is not helpful at this particular point for Judy’s Green Pottery. 1.3 Discussion As it was stated before, NGO’s and Judy Green choose different ways to achieve their

Marketing Research - 925 words

925 words - 4 pages Importance of Marketing Research Companies use marketing research to identify problems or opportunities that they might encounter. Organizations may also use marketing research to identify their strengths and weaknesses, and certain trends that are forming in their market. H&R Block is a tax service company that prepares state and federal taxes for individual customers and small to mid-size companies (H&R Block, 2010). This company has

Marketing Research - 1396 words

1396 words - 6 pages data in developing the marketing strategies for 2006. Kudler Food's objective for 2006 is to increase the loyalty of its consumers and profitability, in order to do so, it is important that Kudler Foods utilize the data already obtained before initiating new services. Simultaneously, Kudler Foods can gather necessary data related to the programs it plans to initiate. Focusing on the primary positioning, i.e. increased loyalty, and then initiating

Marketing Research - 1177 words

1177 words - 5 pages Grow business…improve operational efficiencies…increase customer loyalty… These are just a few strategic initiatives companies may align with their operations. Initiatives of this nature require a great deal of thought, defining, planning, analysis, and a myriad of additional processes to be successful. Collectively, these processes are considered marketing research. By definition, marketing research is as follows:The

Marketing Research - 851 words

851 words - 3 pages salon as an example. It is likely they will do plenty of marketing to increase their client base, yet probably do very little in terms of research. Perhaps the importance and value is overlooked. Through defining market research, identifying the various types of, and understanding the marketplace, a local hair salon could reach their full potential with the use of this process. Define Marketing Research In defining marketing research several

marketing research

448 words - 2 pages Marketing research proposal CHANEL Buchukuri Ekaterina CONTЕNT • Introduction • Rеsеarch question • Purpose of thе study • Resеarch methods • Datа Collection Plan • Datа Anаlysis • Conсlusion Introduction: CHANEL • French Luxurious brand • Fоund in 1909 • By French couturier Gabrielle Cоco • Headquarters is located in Paris

Similar Essays

Primary And Secondary Data Collected Relevant To The Marketing Strategy. Marketing Unit 3 E2

1917 words - 8 pages Primary and Secondary data collected relevantTo the marketing strategy.Every business must understand the needs of its customers. Understanding customers helps a business determine how to price, promote and place a product. Finding out about the needs of the customers helps the company to decide how to target the market and decide what the best strategies are and how they should be used for those consumers being targeted.The marketing strategy

Analysis Of Target Markets Using Primary And Secondary Research Reviewing Vail Resorts

836 words - 3 pages could see his point of view, which would seem to make sense because most of the people who live in Colorado already know what the resorts have to offer so they don’t need travel incentives to come to the resorts. When I finished thinking about this assignment and doing the research I’ve realized that even though the annual report of Vail Resorts states who their primary and secondary target markets are, when asking people they will all

Marketing Research Essay 960 Words

960 words - 4 pages . Identifying the best tools can be critical to the successful implementation of a market research plan. This paper will discuss some of the differences between the different types of marketing research and the tools that each approach uses. Primary Research versus Secondary Research Marketing researchers must decide what is going to work best for their purposes. This begins by understanding the fundamental differences in the types of research that

Marketing Research Essay

1708 words - 7 pages Research - Disadvantages. Available: http://www.knowthis.com/data-collection-primary-research-methods/primary-research-disadvantages. Last accessed 4th November 2013. Management Study Guide . (2013). Secondary Data . Available: http://managementstudyguide.com/secondary_data.htm. Last accessed 4th November 2013. Snap Surveys LTD. (2013). Qualitative vs Quantitative Research.Available: http://www.snapsurveys.com/qualitative-quantitative