Study Notes
Primary Market Research
- Level:
- A-Level, IB, BTEC National
- Board:
- AQA, Edexcel, OCR, IB, Eduqas, WJEC
Last updated 7 Aug 2019
Primary market research is research data that is collected first-hand for a specific research purpose.
Examples of primary research methods
Common methods of obtaining primary market research include:
- Focus groups
- Interviews (online & in-person)
- Surveys & questionnaires
- Mystery shoppers
- Product testing and product trial
Advantages and drawbacks of primary market research
Advantages
Directly focused on research objectives = fit for purpose
Tends to be more up-to-date than secondary research
Provides more detailed insights – particularly into customer views
Drawbacks
Time-consuming and often costly to obtain
Risk of survey bias – research samples may not be representative of the population
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