Primary Research

1. Primary Research

2. Purpose • To understand the qualitative and quantitative methods commonly used in primary research

3. Primary Research • Collection of original, often proprietary, information to meet the specific interests of the research sponsor • Can be used • As a substitute for secondary research • OR as a complement to secondary research

4. Primary Research Categories • Qualitative Research • In-depth, insight generating • Non-numerical • ‘Directional’ • Common Techniques • Personal interviews (depth, one-on-one) • Focus groups (8-12) and mini-groups (3-6)

5. Advantages of Qualitative Research • Allows us to ‘get close to the issues’ • To better understand the link between attitudes, beliefs, and behaviors • Allows time and opportunity to probe the whys

6. Uses of Qualitative Research • Can lend insight to what direction planning decisions should take • Can be a useful precursor to quantitative research, questionnaire development

7. Primary Research Categories • Quantitative Research • Numerical • Statistically reliable • Projectable to a broader population

8. Advantages of Quantitative Research • Provides the best means for understanding large populations in numerical terms • Data gathered can be analyzed through inferential and descriptive statistical procedures

9. Uses of Quantitative Research • Can be accomplished quickly, efficiently* • Gauges broad patterns, trends • Can be a useful precursor to qualitative research, discussion guide development

10. Quantitative Research • Common Techniques • Observation research* • Physiological Research • Survey Research

11. Observation Research • Natural v. Contrived (mystery shopper) • Do subjects realize the researcher is watching or not? • Disguised vs. Open observation • The means by which information is recorded • Structured (checklist) vs. Unstructured (narrative)

12. Physiological Research Techniques • Eye tracking • Detects what, in what order, and for how long a viewer processes information • Galvanic skin response • Detects emotional stimulation or stress level through perspiration

13. Physiological Research Techniques • Brain wave analysis • Detect activity and involvement based on brain waves • Voice pitch analysis • Detects changes in voice pitch and vibration

14. Methods of Survey Research • Personal interviews • Telephone interviews • Mail Surveys • Electronic/Interactive Surveys

15. Criteria for Identifying Which Method Is Best • Cost • Timing Requirements • Sample Characteristics/Requirements • Accuracy of data required

16. Criteria for Identifying Which Method Is Best • Complexity of the topic • Interview length • Response rate required • Tolerable non-response error • Administrative control required

17. Qualitative or Quantitative? • Gator Advertising has developed two new advertising campaigns. Research has been recommended to help the agency select the strongest campaign for client recommendation. “Strongest” will be evaluated in terms of “liking” and purchase intent.” What kind of research should we recommend?

18. Qualitative or Quantitative? • The client, a gasoline manufacturer, has decided that its new advertising campaign should not be directed toward “all users” as in the past, but to a smaller, better defined segment of purchasers. Research is needed to identify the size and characteristics of different user segments. What kind of research should we recommend?