So far we have been discussing data that is considered secondary. Secondary data was collected by someone else. Whether it was your sales department, or a comScore research report that you purchased, it was created by someone else other than your department.
If you assembled some of your regular patrons to get their opinions on a new menu item, this would be primary marketing research.
If you consulted your industry trade publications to find out your industry's average spending for advertising and promotions, this would be secondary marketing research. Secondary Research Primary marketing research is proprietary, original research that you own.
You either conducted the research yourself or paid someone to do it for you. Primary research produces "trade secrets" that give you a competitive edge. Secondary marketing research is research that's available to you and your competition.
Government agencies, trade associations and marketing research firms that sell research reports are common sources for secondary research data.
Primary marketing research is conducted to answer specific questions you have about your business, your customers or your competition. It is tailored precisely to your needs.
Secondary research typically covers broad areas of generalized inquiry and may not be timely.
Primary research can be costly and time-consuming to execute. Secondary research is usually available immediately for no cost or little cost. Primary Research Methodologies Surveys, interviews, observation and focus groups are the most common methods of conducting primary research.
Your primary research can be either quantitative or qualitative. Think of quantitative research as serious number-crunching research that can be placed on an Excel spreadsheet.
Surveys are a common form of quantitative research. Qualitative research is used for in-depth probing into inherently non-quantifiable subjects, such as attitudes and opinions people may have about your new advertising slogan or why they prefer your competitor's frozen lasagna over yours.
Interviews, observations and focus groups are typically used in qualitative research. The Competitive Edge As a small-business operator, primary research can be an excellent way to gain advantage over your competition. You can use primary research to assess the effectiveness of advertising and promotional campaigns with small groups before you invest substantial amounts in production and media.
You can conduct online surveys of current customers and use social media to get feedback on a new product or service idea you may have.
You can survey your channel partners to get their reaction to a retail promotion you're considering. There are countless ways to use primary research to help grow your business.Marketing Analytics.
Gut-feel marketing won’t get the results you’re after.
You need to make smarter, fact-based decisions based on reliable, relevant data and powerful analytics. Content comes in all shapes and sizes. Helpful how-tos, webinars, whitepapers, roundups and rants. But original research is one type of content that crushes almost anything else you can publish.
Here are 5 ways to win with data. Marketing research requires data, and secondary data is often the most convenient and cost-effective option.
In this lesson, you'll learn about. Primary marketing research is proprietary, original research that you own, while secondary research is conducted by a third party and available to anyone.
Welcome to the third annual B2B Marketing Data Benchmark Report from NetProspex – with a special footnote this year: We are now officially Dun & Bradstreet NetProspex. Here in this topic of consumer research they are trying to identify reasons for purchasing a product, usually customers hesitates to reveal their reasons or motivational factor which made them to purchase a product or service at that time the consumer researchers use the two different types of research methodology to study consumer behavior: quantitative research and qualitative research.