Types of Research

Primary Research

Primary research, also known as field research, involves gathering new data that has not been collected before.
Types of primary research include surveys, interviews, observations and focus groups.
This research can be qualitative (focused on opinions, feelings, and attitudes) or quantitative (focused on numerical data and statistics).
Primary research offers up-to-date and specific insights, but can be time-consuming and costly.

Secondary Research

Secondary research involves the collection of existing data, also referred to as desk research.
This type of research uses reports, studies, newspaper articles, online content, and other accessible information.
Secondary research can provide a large amount of data quickly and usually at a lower cost than primary research.
However, secondary data could be outdated, biased, or not perfectly suited to the research objectives.

Experimental Research

Experimental research uses controlled environments to observe how manipulating one factor affects another.
This research often involves creating two groups: the control group, which isn’t exposed to the change, and the experimental group, where the variable is changed.
The results are then compared to understand the impact of the variable being tested.
While this method provides strong evidence, it can be difficult to keep all variables consistent and isn’t always practical in a business scenario.

Observational Research

Observational research involves watching and recording individuals’ behaviour, either in a natural or controlled setting.
This method allows for real and spontaneous behaviour to be recorded, providing authentic insights into consumer behaviour.
Yet, this method might upturn subjective interpretations as the observer decides what’s notable.
It’s also important to ensure ethical guidelines are adhered to, the observed parties must be aware they are being observed.

Comparative Research

Comparative research involves comparing two or more comparable groups based on specific variables.
For example, a business may compare consumer attitudes in different locations, or assess a competitor’s customer satisfaction levels.
This research helps identify patterns and trends, aiding in strategic decision-making.
However, it assumes the groups are similar and may neglect the influence of unseen differing variables.

Predictive (Forecasting) Research

Predictive research uses historical data and analytics to make predictions about future trends or behaviours.
Businesses use predictive research for forecasting sales, market trends, or customer behaviour.
These predictions, though not definitive, help businesses to plan and prepare for future scenarios.
The accuracy of this research largely depends on the quality of the data and models used.