🔍 What is primary market research?
Big Idea: Primary research means collecting new, first-hand data that didn't exist before. The business goes out and gathers it directly from customers or potential customers. Fresh data, straight from the source! 📋
Why use primary research?
- Tailored — designed to answer the exact question the business has
- Up to date — collected right now, not months or years ago
- Exclusive — competitors don't have access to your data
- Relevant — focuses specifically on your customers and market
🧰 Methods of primary research
- Surveys/questionnaires — written questions (online, paper, phone) — great for large samples
- Interviews — face-to-face or phone conversations — detailed but time-consuming
- Focus groups — small group discussions led by a moderator — great for exploring opinions
- Observations — watching how customers behave (e.g. in a store) — shows actual behaviour
- Test marketing — launching a product in a small area first to test demand
Example: An education provider could use online surveys to ask current students about course quality, or run focus groups with prospective students to test new course ideas.
Exam tip: If asked about 'primary research methods to monitor progress', think surveys for feedback, interviews for depth, and observations for behaviour.
Learn what examiners really want
See exactly what to write to score full marks. Our AI shows you model answers and the key phrases examiners look for.
Try AI Feedback Free7-day free trial • No card required
✅❌ Advantages and disadvantages of primary research
- ✅ Specific to the business's needs
- ✅ Current and up to date
- ✅ Competitors can't access it
- ✅ Can target exactly the right people
- ❌ Expensive — surveys, interviewers and focus groups cost money
- ❌ Time-consuming to collect and analyse
- ❌ Small sample sizes can give misleading results
- ❌ Respondents may not answer honestly (bias)
🤔 Choosing the right method
The best method depends on the situation.
- Need quick data from many people? → Online survey
- Need detailed opinions? → Interviews or focus groups
- Want to see real behaviour? → Observation
- Testing a new product? → Test marketing
- Limited budget? → Short online questionnaire
There's no single 'best' method — always match the method to the business situation, budget and what they need to find out! 🎯