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Essay on Marketing Research Tools

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Marketing Research Tools
Primary and secondary research tools are two different approaches to collecting data for market research. Each form of data collection consists of different uses, benefits and limitations. Using qualitative and quantitative approaches the data collection forms and tools vary. Primary and secondary research is a useful marketing tool that contains various tools.
Definition
Primary Research
Primary research is a process of collecting data in reference to the research subject or problem at hand directly from the real world. Examples of primary research include interviews, surveys and observations. Primary research is data collected by the researcher themselves specifically for the situation (Owl, 2010).
Secondary Research
Secondary research is data that has been prior collected by another researcher for a purpose other than the subject or problem at hand. Secondary data can consist of internal records, external sources such as printed sources (such as magazines and books), internet sources, or other marketing data sources (Aaker, Day, & Kumar, 2007).
Differences in Data Collection Tools
Primary and secondary data are both useful forms of data collection for marketing research. Primary and secondary data vary in the way they can be used, their benefits, and their overall weaknesses.
Uses of Data
Secondary data can be useful when collecting already formulated data, such as population numbers or income figures. Examples of such are reports that come from the Census Bureau. Also, secondary data can be useful when examining new and arising products that may later be enhanced by primary research to expand one’s own market. Secondary data is useful as well to cross reference primary data (Aaker, ...


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...e that is more primary research, such as a focus group. There is little to no room of interpretation and needs to be focused. Quantitative research on the other hand is large scale sampling, has more room for interpretation, is more casual and descriptive, and comes in a form of questionnaires. Secondary research can highly benefit from quantitative research and primary research as well can be used to collect this data set. Primary and secondary research is two research tools that contain benefit and weakness and change in regards to their method of collection.



Works Cited

Aaker, David A. Day, George S. Kumar, V. Marketing Research. (2007). Retrieved 5/26/2011.
Gates, Roger. McDaniel, Carl Jr. Marketing Research. (2007). Retrieved 5/26/2011.
Owl. Primary research. (2010). Retrieved 5/24/2011. Retrieved from http://owl.english.purdue.edu/owl/resource/559/03/


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