Primary Research Methods

Primary Research Methods

Definition

  • Primary research methods involve collecting new data that hasn’t been collected before.
  • These explore areas where little information is currently available or aims to find fresh insights.
  • Useful for obtaining original data directly related to the research purpose.

Surveys and Questionnaires

  • Surveys and questionnaires are a common primary research method.
  • They can be delivered in person, over the phone, via post, or online.
  • They use both closed questions (yes/no) and open questions (respondent supplies the answer) to gather data.
  • Pros: can reach a large audience.
  • Cons: response rate can be low and data may be biased if the sample is not representative.

Interviews

  • Interviews involve having a one-on-one conversation with individuals.
  • May be structured (set questions) or unstructured (open discussion).
  • Useful for understanding individual experiences and perspectives.
  • Pros: detailed qualitative data.
  • Cons: time-consuming and interviewer bias may affect responses.

Observations

  • Observations involve a researcher immersing themselves into a group or situation to observe behaviour and interactions.
  • Can be participant (researcher takes part) or non-participant (researcher watches).
  • Pros: can understand behaviour in a natural setting.
  • Cons: observer bias and potentially intrusive on subjects.

Case Studies

  • Case studies focus on individual cases or scenarios to study in detail.
  • Can be an individual, a group, or an organisation.
  • Can use various data collection methods such as interviews, observations, and existing records.
  • Pros: in-depth and rich qualitative data.
  • Cons: time-consuming and may not be generalisable.

Focus Groups

  • Focus groups are a facilitated discussion among a group of people.
  • Usually 5-10 participants who share common characteristics related to the research topic.
  • Pros: can gain a range of perspectives, group dynamics can reveal additional insights.
  • Cons: may be influenced by dominant individuals and may not represent all views.

Experimental Research

  • Experimental research involves manipulating one variable to study its effect on another.
  • Commonly used in scientific research.
  • Pros: can ascertain cause and effect relationships.
  • Cons: can be ethically challenging and results may not always apply in real-world setting.

When conducting primary research, remember to consider ethical considerations such as informed consent, anonymity, and confidentiality.