18.2 Primary research and secondary research Flashcards
1
Q
Primary research
A
The collection of first-hand data that is directly related to the needs of the business.
2
Q
Secondary research
A
The use of existing data that was originally collected for another purpose.
3
Q
Qualitative data
A
Non-numerical data, which provides insight into the detailed motivations of consumers and helps to explain their buying behaviour or opinions.
4
Q
Quantitative data
A
Numerical results from research that can be statistically analyzed.
