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research provides a broader in-depth view, however, the data might not fit the business’s specific needs or may be outdated.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.