By definition, research is a systematic investigation carried to attain a specific conclusion or meeting answers to critical questions. While there are different types, ways, and research methods, primary and secondary are the most fundamental ones. Primary Market Research is an age-old research method that uses first-hand or preliminary data to gather information.
Further, primary research is more exploratory by nature, allowing you to delve into previously unresolved topics and investigate specific challenges to your company or necessity. Explored below are some effective primary research methods for better understanding.
Primary Research Methods
Primary research broadly consists of quantitative research and qualitative research. Quantitative research focuses on quantifying intangible aspects like thought, ideas, and behavior. Hypotheses can be tested and validated using it. The results of quantitative studies can be utilized to reflect a larger sample size or population.
And qualitative research is based on finding answers to ‘why’. It is a type of descriptive study that reveals concepts and attitudes that influence decision-making. Different methods are adopted to find answers to pertinent questions using any or both of these approaches. Here are some of them:
Conducting Interviews:
Conducting in-depth interviews can be a time-consuming process. Hence it is vital to select participants accordingly. Determine the qualities you want a subject to possess, and then look for interview candidates with those qualities.
Secondly, the interview questionnaire should address questions that enable you to find and fulfill answers to your immediate and more significant goals. You can further fragment the questions into more detailed sub-questions for better clarity.
Conducting Surveys:
Surveys form a vital part of quantitative research and go a long way in finding key answers and pain points. To get the most out of your survey, make sure the survey questions are straightforward and precise, making it easier for the respondents to answer more accurately.
You must also select the appropriate sample and screen individuals before handing them down your questionnaire. Additionally, it will be best if you can spend time polling them and ensure they meet the demographic you’re interested in. Collating data from the incorrect demographics can potentially bias your findings.
Engaging With Focus Groups:
As opposed to sampling surveys, in focus groups, many people are roped in to answer questions and provide feedback or insights after that session itself. This allows you to gather vital information without giving the respondents much time to think, analyze, and change their minds in answering questions. It also allows you to gauge how a given group of people think and respond simultaneously.
Experimental Research:
Also known as test marketing, this type of Primary Market Research is used to compare sample results and then draw comparative conclusions. To fulfill this, mainly the experimental group must bifurcate the respondents into two groups and hand them two different questionnaires or sample sets.
It is instrumental in understanding how other products work and the effect of various features of a specific product on different people. Apart from the above-mentioned best practices to conduct primary research, it is also essential to shed some light on the prospective benefits of this type of research.
In this research, the owner or proprietor of primary data is the collector, and they do not have to share it with other businesses or rivals. It gives you an added advantage over competitors who rely on secondary research to source data or information. In a nutshell, primary research is more targeted, specific, relevant, and credible if carried out effectively.
