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All 25 Flashcards — Primary market research
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Question
Two advantages of primary research?
Answer
Specific to business needs; current and up to date; exclusive; targets the right people.
💡 Hint
Specific + current + exclusive
Question
Primary research = ___ data collected by ___
Answer
New, first-hand data collected by the business itself.
💡 Hint
New + first-hand
Question
Need quick data from many people? Use ___
Answer
Online survey — fast, cheap, reaches large numbers.
💡 Hint
Online survey
Question
Name five methods of primary research
Answer
Surveys/questionnaires, interviews, focus groups, observations, test marketing.
💡 Hint
S-I-F-O-T
Question
What is primary market research?
Answer
Collecting new, first-hand data that didn't exist before — gathered directly from customers or potential customers.
💡 Hint
New data, straight from source
Question
What are focus groups?
Answer
Small group discussions led by a moderator — great for exploring opinions and testing ideas in depth.
💡 Hint
Small group + moderator
Question
Name two advantages of primary research
Answer
Tailored to the business's exact needs; up to date; exclusive (competitors can't access it); relevant.
💡 Hint
Tailored + current + exclusive
Question
Two disadvantages of primary research?
Answer
Expensive; time-consuming to collect/analyse; small samples can mislead; respondent bias.
💡 Hint
Costly + slow + bias risk
Question
Need detailed opinions? Use ___
Answer
Interviews or focus groups — allow in-depth exploration of views.
💡 Hint
Interviews / focus groups
Question
Five primary methods?
Answer
Surveys, interviews, focus groups, observations, test marketing.
💡 Hint
S-I-F-O-T
Question
Why is primary data 'exclusive'?
Answer
Because the business collected it themselves — competitors don't have access to the same findings.
💡 Hint
You collected it, they didn't
Question
Want to see real behaviour? Use ___
Answer
Observation — watch what customers actually do, not what they say they do.
💡 Hint
Observation
Question
Why can small sample sizes give misleading results?
Answer
A small group may not represent the whole market — their views could be unusual.
💡 Hint
Not representative
Question
What is test marketing?
Answer
Launching a product in a small area first to test demand before a full launch.
💡 Hint
Small area trial
Question
Primary: ✅ specific, current, exclusive. ❌ ___
Answer
Expensive, slow, possible bias, small sample risk.
💡 Hint
Costly + slow + bias
Question
What is observation as a research method?
Answer
Watching how customers actually behave (e.g. in a store) — shows real behaviour, not what people say they do.
💡 Hint
Watching real behaviour
Question
Choose method based on ___
Answer
Business need, budget and time available.
💡 Hint
Need + budget + time
Question
Primary research collects ___ data; secondary uses ___ data
Answer
Primary = new, first-hand data. Secondary = existing data collected by others.
💡 Hint
New vs existing
Question
What is respondent bias?
Answer
When people don't answer honestly — they may say what they think researchers want to hear.
💡 Hint
Not honest answers
Question
Testing a new product? Use ___
Answer
Test marketing — launch in a small area first to gauge demand.
💡 Hint
Test marketing
Question
No single 'best' method — always match to ___
Answer
The business situation, budget and what they need to find out.
💡 Hint
Situation + budget + need
Question
Quick: Primary = new data. Secondary = ___
Answer
Existing data collected by others.
💡 Hint
Existing
Question
Why is primary research 'up to date'?
Answer
It's collected right now — not months or years ago like some secondary sources.
💡 Hint
Collected now
Question
Surveys are best for ___ samples; interviews for ___
Answer
Surveys = large samples (breadth). Interviews = detailed opinions (depth).
💡 Hint
Breadth vs depth
Question
Primary research is expensive because ___
Answer
Surveys, interviewers and focus groups all cost money to design, run and analyse.
💡 Hint
Design + run + analyse = cost
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