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Primary Research

Primary Research. Section B – 4, 5, 6. Lesson Objectives. Know the different types of Marketing Research Understand the difference between Quantitative and Qualitative Research Be able to write a good questionnaire Know what you need to do for SEC B, 4, 5, 6. Primary Research.

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Primary Research

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  1. Primary Research Section B – 4, 5, 6

  2. Lesson Objectives • Know the different types of Marketing Research • Understand the difference between Quantitative and Qualitative Research • Be able to write a good questionnaire • Know what you need to do for SEC B, 4, 5, 6

  3. Primary Research • Involves getting original data for the product that did not exist before • Can include open and closed questions • Yes/no • Likert – Strongly Agree/ disagree - Face-to-face interviews - Telephone interviews - Online surveys - Questionnaires - Focus groups and consumer panels

  4. Often used when introducing a new product or brand name. In most cases it is not possible to ask all existing customers so primary research makes use of sampling

  5. Qualitative vs Quantitative • Qualitative is in an in-depth research into the motivations behind the attitudes and buying habits of consumers. It does not produce statistics, instead it gives clues as to why? They like it • 2 forms – Group discussions and Depth interviews • Quantitative Research asks pre-set questions on a large enough sample of people to provide statistically valid data. There are 3 parts to qquantitative research - 1 Sampling - 2 Questionnaire that meets the research objectives - 3 Assessing the validity of the results

  6. Examples of Qualitative and Quantitative Questions

  7. Writing a Questionnaire – Key Features of a Good Questionnaire • Clearly defined research objectives. What exactly do you need to find out? • Ensure that questions do not point towards a particular answer • Ensure meaning of questions is clear. Do a pilot test before carrying out your field work • Mainly use closed questions. They produce quantifiable results • It is useful to include a few open questions which will provide more depth of understanding • Ensure the questionnaire finishes by asking for full demographic details (sex, age, occupation – therefore their social class and buying habits) • 10% response rate by post

  8. THE PLAN • What is Primary Research? • What are the advantages and disadvantages of primary research? • What types of primary research are there? • What’s quantitative and qualitative research? • How are you going to carry out your primary research? • What sample are you going to ask? Target audience? • Target audience • Demographics • Create a questionnaire • Explain why you structured the questions as you did? Open/closed • You need at least 20 answered questionnaires • Write up the results with graphs • You need to spend time thinking about what questions you are going to ask

  9. Create a graph for each question • Say why you asked that question • What were the results as a percentage? • What does the information tell you? • Is there anything wrong with the information? Should it tell you something but actually doesn’t? • Summarise and make a conclusion for your primary and secondary research • Are there any links between your secondary and primary research

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