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Primary Market Research

Primary, or field research, is specific to your company’s needs. Information that comes directly from the source--that is, potential customers! You can compile this information yourself or hire someone else to gather it for you via surveys, focus groups, interviews and other methods.

It is very important to understand the difference between exploratory and specific types when conducting primary market research.

Exploratory research is open-ended, helps you define a specific problem, and usually involves detailed, unstructured interviews in which lengthy answers are solicited from a small group of respondents. Specific research, on the other hand, is precise in scope and is used to solve a problem that exploratory research has identified. Interviews are structured and formal in approach.

Primary research results can be extremely valuable; however, they can also be much more time-consuming and costly to gather than secondary research.

You may choose to use primary research methods once you have conducted secondary research to determine what information already exists.

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Nataliia Hinde