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Market Research Primary Research

Market Research Primary Research. Course: Consumer Behavior presented by Philipp Hacker. Types of Research. What is primary research?. collecting original new data for own needs

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Market Research Primary Research

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  1. Market Research Primary Research Course: Consumer Behaviorpresented by Philipp Hacker

  2. Types of Research

  3. What is primary research? • collecting original new data for own needs • primary research is often undertaken after the researcher has gained some insight into the issue by collecting secondary data

  4. Advantages and disadvantages of primary research

  5. Quantitative vs. Qualitative • Qualitative: gets closer to the consumer and is inductive • Example: Group discussions, depth interviews, focus groups • Quantitative: deductive and using scientific mythology for testing hypothesis (questionnaires) • Example: Home interviews, mail surveys, observation studies, internet-based surveys, office interviews, shop interviews, telephone surveys

  6. Differences between Quantity & Quality

  7. Primary research plan Define Research Objectives/Problems Examine Secondary Sources or Data Define Primary Data Needs Quantitative Quantitative Research Developing Hypothesis Individual or group interview/discussion Qualitative Analysis and Results

  8. Thank you! Sources: Book: Understanding consumers: building powerful brands using consumer research Website: http://www.knowthis.com/principles-of-marketing-tutorials/data-collection-primary-research-methods/

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