Primary market research methods
Physical and digital market research
Primary research is first-hand information you collect yourself; secondary research already exists because someone else collected it. Either can be carried out physically, such as face to face or on paper, or digitally using a phone, tablet or computer. Physical or digital describes how a method is carried out, not which method it is.
| Method or source | Physical | Digital |
|---|---|---|
| Observation | Watching which stall visitors stop at | Recording clicks on a web page |
| Questionnaire | Paper form handed out in a queue | Online form opened from a QR code |
| Interview | Face-to-face chat | Video call |
| Focus group | Discussion in one room | Group video call |
| Consumer trial | Trying a prototype at an event | Testing an app at home |
| Test marketing | Selling in one shop | Trial advert in one area's feed |
| Secondary source | Printed report | Government statistics website |
A paper questionnaire and an online questionnaire are both questionnaires, so both are primary research.
The internet is a tool, not a method
The internet is a tool used to carry out research, like a pen or clipboard. It is not a stand-alone research method or source. Saying "the internet" does not tell the reader where information came from or how it was gathered.
For example, a youth theatre wants to choose workshop times. Its members could complete an online questionnaire sent by message; this is a digital questionnaire, which is primary research. The organiser could also read the council's online list of other youth groups to see when they meet; this is a secondary source found online. In both cases the internet is only the tool.
Practise this
Cambridge National Enterprise & Marketing · 2.2 Primary market research methods
Cambridge National Enterprise & Marketing · 2.3 Secondary market research sources