Marketing Research: Primary vs. Secondary Research

1211 Words5 Pages
Marketing Research: Primary vs. Secondary Research

“Primary data are gathered specifically for the research project at hand. Secondary data is data that have been previously gathered for some other purpose.” (Burns & Bush, 2006). This paper will explore the differences in primary and secondary research when using qualitative and quantitative approaches. The paper will further discuss the tools that are used for each approach.

Quantitative & Qualitative Approaches

Quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents are involved.” (Burns & Bush, 2006). Quantitative research is associated with the more traditional industry research. The purpose of quantitative research is very clear and well defined. With this type of research, manager and researchers are on one accord and have agreed upon specific information that will be needed for the research that is numerical in nature. On the other hand, “qualitative research involves collecting, analyzing and interpreting data by observing what people do and say.” (Burns & Bush, 2006).

Examining the differences in primary and secondary research while using qualitative and quantitative approaches, primary research can take the form of both quantitative and qualitative research. Primary research is generated by asking questions, conducting trails, surveys and is collected from an original source. Therefore, the quantitative research that is conducted will be of a more scientific approach. There will be structured questions or a hypothesis stated and the researchers position is to prove or disprove that hypothesis thru the collecting and analyzing the results. The da...

... middle of paper ...

...can be utilized for both primary and secondary research results.

Works Cited

Burns, A.C., & Bush, R.F. (2006). Observation, Focus Groups, and Other Qualitative Methods.

Marketing Research, (5th ed.). Prentice Hall, Inc.

Healey, M., (2012). Tools for Qualitative Research. Retrieved from:

McGuigan, B. (2012). Retrieved from: –and-qualitative-res…

Vitez, O. (1999 – 2012). Quantitative Business Tools. Retrieved from:

Varoskovic, B., (1999 – 2012). Comparison Of Qualitative and Quantitative Research Methods. Retrieved from:…

More about Marketing Research: Primary vs. Secondary Research

Open Document