Types of Research

Types of Research

SECTION 1: PRIMARY RESEARCH

  • Primary research refers to data that’s collected firsthand by the researcher.
  • This is gathered directly from customers or potential customers using various methods such as: surveys, interviews, focus groups, or observations.
  • Primary research is often more time consuming and expensive but produces reliable and specific data that is relevant to the business’s needs.

SECTION 2: SECONDARY RESEARCH

  • Secondary research involves the use of existing data that’s been previously collected by others.
  • It includes: books, research papers, industry reports, online resources, and government publications.
  • Secondary research provides a broader in-depth view, however, the data might not fit the business’s specific needs or may be outdated.

SECTION 3: QUANTITATIVE RESEARCH

  • Quantitative research involves collecting numerical data that can be analysed using statistical methods.
  • It is often used to quantify behaviours, opinions, or other defined variables, employing techniques such as online surveys, paper surveys, longitudinal studies or systematic observations.
  • This type of research offers valuable statistical data but provides less detail on personal feelings and experiences.

SECTION 4: QUALITATIVE RESEARCH

  • Qualitative research is exploratory in nature and focuses on understanding attitudes, behaviours, and experiences.
  • It employs methods such as: interviews, focus groups, case studies, and ethnographic research.
  • Although it provides a deeper understanding of the consumer’s viewpoint, it can be hard to measure and analyse due to the subjective nature of responses.

SECTION 5: MIXED METHODS

  • Mixed methods research combines elements of both qualitative and quantitative research.
  • This approach allows for a richer understanding of the research topic, as it leverages the strengths of both methods.
  • While time consuming and potentially complex, it offers a more complete perspective and validation of findings.

SECTION 6: EVALUATING RESEARCH METHODS

  • The choice of research method depends on the research objectives specified by the business.
  • Factors to consider include: cost, time, accuracy, and the depth of information required.
  • It’s important to remember that each method has its strengths and limitations, and careful consideration should be given when choosing the most suitable option.