Category: Primary and secondary research

Primary and Secondary Research

Primary Research

  • Questionnaire – Series of written questions
  • Survey
  • Polls
  • Interview
  • Focus Groups
  • Observation

Secondary Research

  • Magazines and newspapers
  • Google (www)
  • Books
  • Dictionary and/or encyclopedia
  • TV and film

Questionnaires tend to be good for quantitative data.

Advantages of questionnaires are:

  • Easy and quick way to get information
  • Easy to duplicate
  • It is written so it is a lot easier to read and understand
  • Cheap to produce
  • You can post or email it around the world.
  • It is good for closed questions (Yes or no answer)
  • Anonymous so more likely to have truthful responses
  • Cheap
  • Quantitative data

Disadvantages of questionnaires are:

  • They may not be taken seriously
  • Many people may not answer so there would be a low response rate
  • It doesn’t allow for different interpretations and individual answers

Advantages of interviews are:

  • Response is more open for discussion
  • Less chance of misunderstanding the question and you can ask them to explain
  • Better response rate because it is harder to walk away from an interviewer.
  • Instant response

Disadvantages of interviews are:

  • Costly because you need to employ someone to interview them
  • There could be awkwardness between the interviewer and the interviewee.
  • You might not like their face or vice versa you might be attracted to them so it could be hard to answer truthfully.
  • The question has to lead somewhere but they may not when being interviewed