PRIMARY

RESEARCH
By: Kevin, Falak, Kamiye, Ruwaidhya, Loise,
Ivy, Mark and Andrew
DE FIN ITIO N O F PR IMA RY R E SEA RC H

• Primary research (sometimes called field research)

involves data collection first-hand for the specific ne eds of
the firm
• It is research gathered from a direct source, majorly customers
in the market you are targeting.
• It is characterized by:
⚬ Picking out information that has not been collected
before
⚬ Research that has been conducted by yourself
⚬ The information gathered is latest and up to date
⚬ Its aim is to collect information that answers questions
about your business
⚬ The information gathered remain a secret to everyone
until you publish the information
• Some sources of primary research include the following:
⚬ Surveys - This is presenting a particular topic to several people
over various platforms such as email, company website or a
questionnaire
⚬ Focus Groups - Getting a small group of 6-8 people to discuss
your product with a moderator with elaborate detail to get
conclusive data
⚬ Interviews - A one-on-one conversation which may or may not
involve a questionnaire but regularly is a free-flowing discussion
⚬ Observation - Qualitatively collecting information of the average
consumer in a natural or planned environment. This may be
secretively or visibly.
A D VA N TA GE S O F PR IMA RY RE SE A RC H

• The information collected is specific and relevant to the

research objectives of the company
• It gives a competitive advantage (Proprietary
information)
• It allows research carried out on a small percentage of
the market to be exerted on the entire market
• Primary research focuses on one issue at a time
• Primary research is reliable
D ISA DVA NTA GE S O F PR IMA RY R E SE A RC H

• It can be expensive
• It is majorly time-consuming
• Difficult to encompass all factors affecting the research
sample
• There is no basis to compare your data returns or to gauge
the results
• It requires some prior information about the subject, and ideally
market research skills to get the best results.
• Attracting enough customers to take part in your survey, especially
when doing it yourself, can be challenging.
• It is not an alternative to decision making
• Low quality of collected data
• Inaccuracy in the given information
• Possible breach of privacy