Primary Research

Question 1

State 5 types of primary research

Answer 1

Surveys
Interviews
Observation
Trials
Focus groups

Question 2

Surveys

Answer 2

Surveys & Questionaires
People are asked a series of questions by post, phone or online. Often the surveys are quite long. People completing them may be rewarded with a gift or money-off voucher. Businesses can collect in-depth customer data for analysis.

Question 3

Interviews

Answer 3

Interviews
These are face-to-face conversations with people who are selected to match agreed characteristics (such as age or gender). They are asked a series of questions by the interviewer. Interviews enable businesses to collect in-depth opinions and ideas.

Question 4

Observation

Answer 4

This involves watching people’s behaviour. A supermarket has lots of security cameras and these can be used to watch store flow and how people shop.
Observation is used to look at customer behaviour and habits.

Question 5

Trials

Answer 5

Often a business will offer a cut price or free version of a new product to encourage people to try it. The business asks for feedback to see what people think about the product.
Trials are used to get an early indication whether customers like the product.

Question 6

Focus groups

Answer 6

People selected by the business form a group and are encouraged to discuss products or services.
A moderator directs the group.
The group’s discussions are often recorded and analysed in detail to identify attitudes and reactions and enable the business to develop products and services that meet customer needs.
Focus groups provide the business with plenty of in-depth opinions and views.