Choosing a Primary Research Method

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Primary Market Research Method #1 – Surveys
Surveys are perhaps the most widely known and utilized method when it comes to market research. Surveys come in a wide variety of shapes and sizes, from that little “feedback card” on the table at your favorite restaurant to those never-ending web surveys that make you want to punch your computer.
Below I have listed down various types of primary research methods that one can use in his or her data collection methodology.
Primary Market Research Method #1 – Surveys
Surveys are perhaps the most widely known and utilized method when it comes to market research. Surveys come in a wide variety of shapes and sizes, from that little “feedback card” on the table at your favorite restaurant to those never-ending web surveys that make you want to punch your computer. You may choose to use primary research methods once you have conducted secondary research to determine what information already exists.Primary Research Methods | Research OptimusCatalog/Historical Primary Research Methods
Primary data collection methods include observations, interviews and trials. The appropriate primary research method will depend on the aim of the primary research and the time, money and resources available to the researcher. Every primary research method has its limitations and a margin of error; primary research analysis will need to take these into account.Primary Market Research Method #2 – Focus Groups
Focus groups involve getting a group of people together in a room (usually physically, although technology is making virtual, or online focus groups more feasible). These people fit a target demographic (e.g. “mothers under 40 with an income over $50k”, “college males who play 8 or more hours of video games a week”, etc.) depending on the product or service in question. Participants are almost always compensated in some way, whether it be a money, coupons, free products, etc. A moderator will guide the discussion, with a goal of getting participants to discuss the topic among themselves, bouncing thoughts off of one another in a natural group setting. Professional focus group rooms will have a one-way mirror on one wall, with a team of observers on the other side. The company or group that commissioned the study can sit-in on the meeting, along with members of the research team who can take notes without disrupting the participants.Primary data collection methods include observations, interviews and trials. The appropriate primary research method will depend on the aim of the primary research and the time, money and resources available to the researcher. Every primary research method has its limitations and a margin of error; primary research analysis will need to take these into account.Primary Market Research Method #4 – Experiments and Field Trials
Experiments and field trials involve scientific testing, where specific variables and hypotheses can be tested. These tests can be conducted in controlled environments or out in the field (natural settings). This form of market research is always quantitative in nature. Experiments and field trials can be a hairy topic with lots of jargon, but here’s a simple example that demonstrates an effective online experiment: In his first presidential campaign, to optimize his campaign donation page. Some website visitors would see one image and others (at random) would see a different image. The webpage team was able to measure which image was resulting in more donations, and they could quickly decide to use the more favorable image for all users. By employing this simple market research experiment on which website images performed better, Obama was able to maximize contributions in a major way. Another example might be a cereal company making two different packaging styles and delivering each one to limited test market stores where their individual sales can be measured.