Scribd
Upload
60 views33 pages

Research Methodology: Presentation On Primary & Secondary Research

The document provides an overview of primary and secondary research methods. It defines primary research as unique research conducted through surveys, interviews, and questionnaires to collect original data. Secondary research involves using existing internal or external records and statistics. Both methods have advantages and disadvantages. Primary research provides first-hand information but is more expensive, while secondary research is less costly but data may be inaccurate or unavailable. The document discusses various primary research techniques including surveys, interviews, and focus groups as well as secondary data sources.

Uploaded by

007mihir
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
60 views33 pages

Research Methodology: Presentation On Primary & Secondary Research

The document provides an overview of primary and secondary research methods. It defines primary research as unique research conducted through surveys, interviews, and questionnaires to collect original data. Secondary research involves using existing internal or external records and statistics. Both methods have advantages and disadvantages. Primary research provides first-hand information but is more expensive, while secondary research is less costly but data may be inaccurate or unavailable. The document discusses various primary research techniques including surveys, interviews, and focus groups as well as secondary data sources.

Uploaded by

007mihir
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 33

Research Methodology

Presentation on
Primary & Secondary Research
Team Members
Prashant Chourasiya 8
Aniket Gawali 11
Mihir Haria 14
Abhijith Balan 20
Hetal Patel 33
Harish Tiwari 53
Index
Market Research
Primary Research
• Types
• Advantages
• Disadvantages
Secondary Research
• Types
• Advantages
• Disadvantages
Why Do Market Research?
• Market research is commonly seen as
finding out whether the product or
service will be successful in the market.
• But there is more to it than that Market
research can have many different
purposes.
Research Purposes
 To identify customer needs and then meet
those needs

 To learn about customer attitudes and values

 To help develop products and services that


meet identified needs
Research Purposes
To discover sales trends

To find out about competitors’ activities

To measure the effectiveness of promotional


activity

To classify customers into groups or types


How Is It Done?
• Unique research that uses surveys,
interviews and questionnaires to find out
about markets
This is known as ‘primary’ research
• Using existing information such as
internal or external records and statistics
to learn more about markets
This is called ‘secondary’ research
Why Use Different Methods?
• Each different method has its advantages and
disadvantages
• Each may only be appropriate in certain
circumstances
• Users need to work out if the method is right
for them according to its cost, reliability,
validity, accessibility and the time it will take
to gather
Primary Research
• When marketers conduct research to collect original data for
their own needs it is called primary research.

• This process has the marketer or someone working for the


marketer designing and then carrying out a research plan.

• Primary research is collected in a research “instrument”


designed to record information for later analysis.

• Marketing researchers use many types of instruments from


basic methods that record participant responses to highly
advanced electronic measurement where research
participants are connected to sophisticated equipment.
Primary Research
• First hand information

• Expensive to collect, analyse and evaluate

• Can be highly focussed and relevant

• Care needs to be taken with the approach


and methodology to ensure accuracy
Primary Research Methods &
Techniques

Primary
Research

Quantitative Data Qualitative Data

Surveys Experiments Focus groups


 Personal
interview Individual depth
Mechanical
(intercepts) interviews
 Mail observation
 In-house, self- Human
administered observation
 Telephone, Simulation
fax, e-mail, Web
Case studies
Qualitative Data Collection
 Sometimes referred to as “touchy-feely” research, qualitative data collection
requires researchers to interpret the information gathered, most often without the
benefit of statistical support.

 However, it may not hold the same level of relevancy as quantitative research due
to the lack of scientific controls with this data collection method.

 An additional drawback of qualitative research is that it can be time consuming


and expensive and, consequently, only a very small portion of the marketer’s
desired market can participate in qualitative research.

 Due to the lack of strong controls in the research design (i.e., not as well
structured, fewer participants), using results to estimate characteristics of a larger
group is more difficult. Thus, qualitative data collection is generally not used for
hypothesis testing.
Personal Interviews

 Advantages
1. High response rate
2. Great flexibility (ability to adapt/explain
questions)
3. Can show or demonstrate items
4. Fuller explanations can be given
5. Very timely data
6. Body language can emphasize responses
Personal Interviews

Disadvantages
1.Relatively expensive
2.Possibility of interviewer and interviewee
bias
3.Personal nature of questions (e.g., age or
income)
4.Respondents not relaxed (put on the spot)
5.Time may not be convenient for respondents
Mail Surveys
Advantages
1.Relatively inexpensive
2.No interviewer bias
3.Consistent questions (for all respondents)
4.Large number of respondents can be
included
5.Anonymity
6.Respondents can choose the most
convenient time to answer
Mail Surveys
Disadvantages

1.Low response rates (relative to other survey


types)

2.Junk mail syndrome

3.Impersonal nature
Telephone Surveys
 Advantages

1. More flexibility compared to mail surveys

2. Quicker but will cost you some money


(telephone bill)

3. High response rates


Telephone Surveys
 Disadvantages

1. Interviews tend to be a lot shorter

2. More prominent than mail

3. Greater difficulties in rapport building -


Researchers cannot study behaviour or body
language

4. Long-distance calls are expensive


In-House, Self-Administered Surveys
Advantages

1.Completed on-sight by customers within the


premises of a leisure and travel organization

2.Convenient

Disadvantages

1.Generate low response rates


Online Surveys
 Advantages

1. Relative speed and flexibility

2. Large and growing audience

3. Relatively inexpensive

4. Uses graphics and visual aids


Online Surveys
 Disadvantages

1. Technical skills and time required to


develop and analyze questionnaires

2. May deter visitors from your website.


Advantages of Primary Research
1. Answers a specific research question
2. Data are current
3. Source of data is known
4. Secrecy can be maintained
Disadvantages of Primary
Research

1. Expensive

2. Not immediately available – takes time to


define problem, sampling frame, method
and analysis.

3. Not as readily accessible


Secondary Data
Secondary data is information gathered for purposes
other than the completion of a research project.

 A variety of secondary information sources is


available to the researcher gathering data on an
industry, potential product applications and the
market place.

 Secondary data is also used to gain initial insight into


the research problem.
Secondary Data
Secondary data is classified in terms of its
source – either internal or external.

 Internal, or in-house data, is secondary


information acquired within the organization
where research is being carried out. External
secondary data is obtained from outside
sources.
• Information available may assist the organization in
Internal data sources

discovering why sales are decreasing, why customers are not


satisfied, customer usage rates and so on.

• Internal secondary data is usually a cheapest source.

• Internally generated sales and pricing data can be used as a


research source.

• The use of this data is


• To define the competitive position of the firm,
• An evaluation of a marketing strategy the firm has used in the past,
• Gaining a better understanding of the company’s best customers.
Three main sources of internal data
1. Sales and marketing reports. These can include such things as:

 Type of product/service purchased


 Type of end-user/industry segment
 Product or product line
 Sales territory
 Salesperson
 Date of purchase
 Amount of purchase
 Price
 Application by product
 Location of end-user
Three main sources of internal data
2. Accounting and financial records.

 Accounting records can be used to evaluate the success of various


marketing strategies such as revenues from a direct marketing campaign.
 There are several problems in using accounting and financial data. One is
the timeliness factor – it is often several months before accounting
statements are available.
 Another is the structure of the records themselves. Most firms do not
adequately setup their accounts to provide the types of answers to
research questions that they need.
 Companies should also consider establishing performance indicators
based on financial data.
Three main sources of internal data
3. Miscellaneous reports.
 These can include such things as
 Inventory reports,
 Service calls,
 Number (qualifications and compensation) of staff,
 Production and R&D reports.
 Also the company’s business plan and customer calls (complaints)
log can be useful sources of information.
External data sources

There is a wealth of statistical and research data available today. Some


sources are:

• Statistics agencies
• Trade associations
• General business publications
• Magazine and newspaper articles
• Annual reports
• Academic publications
• Library sources
• Computerized bibliographies
Advantages of Secondary Research
• The secondary research process can be completed rapidly –
generally in 2 to 3 week. Substantial useful secondary data can be
collected in a matter of days by a skillful analyst.

• When secondary data is available, the researcher need only locate


the source of the data and extract the required information.

• Secondary research is generally less expensive than primary


research. The bulk of secondary research data gathering does not
require the use of expensive, specialized, highly trained personnel.

• Secondary research expenses are incurred by the originator of the


information.
Disadvantages of Secondary Research
• Secondary information pertinent to the research topic is either not
available, or is only available in insufficient quantities.

• Some secondary data may be of questionable to accuracy and


reliability. Even government publications and trade magazines
statistics can be misleading.

• Data may be in a different format or units than is required by the


researcher.

• Much secondary data is several years old and may not reflect the
current market conditions.

You might also like