iMedia R081 - Primary & Secondary Research

What is an example of secondary research?

• Focus Group
• Observation
• Newspaper
• Questionnaire

Andy is sending a set of questions via email to a young group of people to collect information about a new product. What method is Andy using?

• Target marketing

• Media research

• Survey

• Focus group

What is secondary data?

• Where you physically collect the data yourself

• You gather information that already exists to help with your research

• Getting data with numbers

• When colours are used on the resulting graphs and charts.

Information collected for the first time specifically for a marketing research study is called:

• Secondary research
• Primary research
• Soft research
• Experimental research

One of the claimed advantages of secondary data is that:

• it is always 100% accurate as the firm does the research

• it is usually up-to-date

• it is often cheap as the research has been done by others

• it will not be available to rival businesses

One of the claimed advantages of primary data is that:

• it is quick and easy to collect

• it is usually up-to-date

• it is always 100% accurate

• it is cheap because it has already been collected

Which of the following best defines primary market research?

• It is data collection that always produces quantitative data

• It uses information that has already been collected

• It is also known as desk research

• It gathers original data by contacting consumers directly

One possible advantage of questionnaires to gather primary data is that:

• they are cheaper than all other forms of primary data

• the response to surveys sentthrough email is always good

• consumers can fill them in, in their own time & give detail

Which is a reason for using a random sample of the population in market research?

• It is more accurate than asking the whole population
• It is more expensive than asking the whole population
• It gives everyone an equal chance of being questioned

Which of the following is an example of secondary data collection?

• A traffic count to see how many vehicles passed by a shop

• A postal questionnaire researching into consumer tastes

• A newspaper report on the sales figures of a rival's product