Marketing Research: Primary vs. Secondary Research Essay

Marketing Research: Primary vs. Secondary Research Essay

Length: 1211 words (3.5 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

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. eHow.com. Retrieved from:
http://www.ehow.com/info_8036314_tools-quantitative-research.html
McGuigan, B. (2012). Wisegeek.com. Retrieved from:
http://www.wisegeek.com/what-is-the-difference-between-quantitative –and-qualitative-res…
Vitez, O. (1999 – 2012). Quantitative Business Tools. eHow.com. Retrieved from:
http://www.ehow.com/list_6778941_quantitative-business-tools.html
Varoskovic, B., (1999 – 2012). Comparison Of Qualitative and Quantitative Research Methods.
eHow.com. Retrieved from: http://www.ehow.com/info_8202093_comparison-qualitative-quantitative-research-methods…

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Primary vs. Secondary Research Essay

- Primary vs. Secondary Research When conducting research, when is it conducive to use primary research over secondary research and vice versa. Both research techniques are viable and beneficial. They each have purpose and can be used as a marketing research template when conducting research. Both techniques are equipped with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the research process can be seamless and quite effective. Moreover, market research can assist a researcher in making accurate decisions and improve the chance of success....   [tags: Marketing]

Strong Essays
1096 words (3.1 pages)

Marketing Research : Decision Making And Marketing Strategies Essay

- Marketing research provides organizations with information to aid in decision making and marketing strategies (Peter & Donnelly, 2015, p. 32). Marketing research can test consumer reactions to a new product ideas and services and tell you how your product ranks among competitors, to name a few examples. Marketing research methods can be categorized as primary/secondary data research, quantitative research such as surveys, observations, experimental and mathematical models, or qualitative research such as focus groups and interviews....   [tags: Marketing, Marketing research, Research]

Strong Essays
1191 words (3.4 pages)

Marketing Research Tools Essays

- Marketing Research Tools Business need tools to run properly and affordably. An automobile mechanic needs jacks, compressors, wrenches, and personnel to use the tools efficiently. Each tools has a specific purpose and if used correctly will make a repair quick and easy. Marketing research also uses tools for specific jobs and needs personnel who efficiently can manage the tools to satisfy customers. Marketing research can be broken down into two broad categories: primary research and secondary research....   [tags: Marketing]

Strong Essays
1245 words (3.6 pages)

Marketing Research Tools Essay examples

- Market Research Tools Marketing research is primarily focused on two categories of research: primary and secondary. These two forms of research provide insight into the driving source of the business, consumer behavior and attitudes, and possible pitfalls to the business. Secondary research provides knowledge gathered from within the business or already published information from outside of the business. Primary data is collected with specific purpose of creating a marketing strategy for the business conducting the research....   [tags: Marketing]

Strong Essays
1209 words (3.5 pages)

Essay on Marketing Research Tools

- 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....   [tags: Marketing ]

Strong Essays
1197 words (3.4 pages)

Marketing Research Tools Essay

- Marketing Research Tools There are several marketing primary and secondary research tools. Each primary and secondary tool has a specific purpose, advantages, and disadvantages. There are different ways to approach qualitative and quantitative research techniques within the marketing research strategies. Primary Research The collection of new marketing research data is referred to as primary research this includes interviews and surveys (Muhmin, 2009). Interviews and surveys can be done in person through e-mail or online....   [tags: Marketing]

Strong Essays
1280 words (3.7 pages)

Marketing Research Tools Essay

- Marketing Research Tools Once a decision is made to use marketing research, management goals and objectives determine the type of selection methods used. There are a wide range of market research tools and methods available to decision makers. Depending on the goals and objectives of the company, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This paper will discuss and differentiate among the various tools used in primary and secondary research as well as discuss the differences when using qualitative and quantitative approaches....   [tags: Marketing]

Strong Essays
1307 words (3.7 pages)

Marketing Research Tools Essay

- Marketing Research Tools Most businesses are customer-driven and use marketing as a way to attract both current and potential customers by customizing their marketing mix. The marketing mix consists of the four P’s, which are product, price, place, and promotion. To create a successful marketing mix or even assess a current marketing plan, organizations are able to satisfy the needs of their customers through market research. Market research helps management with important decision-making and can help businesses develop strategies to achieve company objectives....   [tags: Marketing]

Strong Essays
1533 words (4.4 pages)

Essay Marketing Research Tools

- Many companies conduct market research to gain knowledge and understanding about current customer behavior and culture, competitors, and market trends. There are different techniques that companies can use to obtain valuable research, and each technique has its own unique application. There are many research tools that are used by companies to gather primary and secondary research for marketing decisions. Primary and secondary research techniques have different characteristics and achieve different objectives, and are used when applying qualitative and quantitative approaches....   [tags: Marketing]

Strong Essays
1269 words (3.6 pages)

Marketing Research Essay

- According to the American Marketing Association: Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications....   [tags: Marketing ]

Strong Essays
1038 words (3 pages)