Market research: primary

What is primary research?

• Using existing data collected by others

• Collecting new, first-hand data directly from customers

• Reading books and reports about the market

• Copying competitor information

Which primary research method involves one-to-one conversations?

• Questionnaire

• Interview

• Trial

• Focus group

What is a questionnaire?

• A. A group discussion with customers

• B. A written set of questions for many people to answer

• C. Testing a product with customers

• D. Observing customer behaviour

What is the purpose of a trial?

• To discuss ideas in a group

• To test products with customers before full launch

• To send questionnaires to customers

• To collect secondary data

In a focus group, participants:

• Test a product alone

• Discuss their opinions about a product or service together

• Answer questions one at a time

• Provide sales record data

Why is primary research considered up-to-date?

• Because it uses data collected many years ago

• Because it collects new information directly from customers right now

• Because it copies information from the internet

• Because it is cheaper than other research

How does primary research help a business get a better understanding of customers?

• By using general reports from other companies

• By collecting detailed opinions and feedback directly from the target audience

• By guessing what customers want

• By looking at competitor data

What does it mean that primary research is specific to your business?

• The data is only useful for competitors

• The business collects exactly the information it needs for its own products or services

• The data is not relevant to the business

• The business shares the data with everyone

Why is having full control over the method and sample an advantage in primary research?

• The business can decide how to collect data and who to ask

• The business has to use data collected by others

• The business cannot choose who answers the questions

• The business ignores customer opinions

Why is it important that primary research results are confidential?

• So competitors cannot access or use the data

• So the business has to share the data with everyone

• So the business spends more money

• So customers don’t have to answer questions