Welcome to

INTERNSHIP STUDIO
Module 02 | Lesson 02

Discovery- Primary Research

WWW.INTERNSHIPSTUDIO.COM
 What is primary research?

Primary research is data which is obtained first-

hand.

This means that the researcher conducts the

research themselves or commissions the data
to be collected on their behalf.

Primary research means going directly to the

source, rather than relying on pre-existing data
samples.

WWW.INTERNSHIPSTUDIO.COM
 Types of primary research

There are many ways of gathering primary

research.

The most suitable method will depend on the

questions you want to answer and the problem
you’re trying to solve. The most common primary
market research methods are interviews, surveys,
focus groups and observations.

WWW.INTERNSHIPSTUDIO.COM
 1. Interviews

Interviews take the form of a one-to-one or small group

question and answer session, which can be conducted over
the phone or in a face-to-face environment.

Interviews are most useful where a large amount of

information needs to be collected from a small sample of
subjects.

Interviews are often used to obtain information from an

expert about a specialist topic. This type of research is
highly personal, so follow-on questions can be asked to
ensure clarity.

WWW.INTERNSHIPSTUDIO.COM
 2. Surveys

Surveys are most frequently conducted online using paid or

free survey tools and offer a convenient and cost-effective
solution where a response is required from a larger
population.

Questions are pre-written, offering the respondent little

flexibility if their answer doesn’t fit (making functionality
such as skip logic essential) and response rates can be
variable.

WWW.INTERNSHIPSTUDIO.COM
 3. Focus Groups

Focus groups are used to collect data from a small group of

people who are often subject matter experts in the topic of
research.

Discussion is initiated between the group members to

discover their thoughts.

WWW.INTERNSHIPSTUDIO.COM
 4. Observations

Observations are carried out impartially, by simply

observing an event and taking organised notes.

In this method, there is no direct interaction between the

researcher and the subject.

This method removes the potential bias which could be

encountered during an interview or survey as the
encounters observed are genuine reactions.

WWW.INTERNSHIPSTUDIO.COM
 Advantages

Primary research methods offer a targeted approach to

market research.

This allows specific issues to be addressed, keeping the

research completely relevant to the objectives and scope
of the project.

This means that the research is specific to the individual

market, rather than the mass market.

WWW.INTERNSHIPSTUDIO.COM
 Advantages

Primary research also allows the person or

organisation to control ownership of the
data.
They may choose to release the information
to enhance their position as an authority in
the field, or they may choose to keep the
data private to avoid giving competitors an
advantage.

WWW.INTERNSHIPSTUDIO.COM
 SUMMARY
You got this Next session

Importance of Primary Secondary Research

Research Secondary Research
Types of primary methods
research

WWW.INTERNSHIPSTUDIO.COM