Market Business

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UNIT 10: Marketing Research

● Give two examples of appropriate primary research methods

Primary research is research collected directly from the research subject/area, by the researcher. It usually involves the researcher going into the market place (field) to find the information they are looking for. If the researcher does not go into the field they may send or place something into the field to record information for them. Examples:

Primary Data Collection Methods
Primary data collection methods include observations, interviews and trials. The appropriate method of research will depend on the aim of the research and the time, money and resources available to the researcher. Each research method has its limitations and margin of error; research analysis will need to take these into account.
Observations
Trained observers or cameras will record how people behave in a certain situation e.g. how consumer respond to an organisation's customer service
Interviews
Face to face interviews will take place between an interviewer and the respondent in their home, a location chosen by the interviewer or a public place such as a shopping centre. The interviewer will ask the respondent/interviewee questions and record their responses. Interviews can also be carried out on the telephone; for telephone interviews the researcher will ring the person they would like to interview or make a number of random telephone calls so that they have a varied selection of respondents.
Experiments and Trials
This involves using a new approach, new strategy or new product at a small selection of sites for a set period of time. The results are closely monitored and used to design future strategy and products.
Postal Surveys
Forms containing questions designed to find out people's opinion about a particular subject are posted to a group of people. Completed forms…...

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