When looking to add a new product to the market, traditionally five steps occur in marketing research and lead to marketing actions. Of these five steps, step number three covers the collection of marketing data. Marketing data can be collected through either primary research or secondary research. The goal of this assignment is to describe both primary and secondary research, provide examples of each and determine how the author’s organization could benefit from each. The author will begin with a description of primary marketing research.
Primary Marketing Research, benefits to the organization, and examples
What is primary marketing research? Primary marketing research is a study conducted when no historical data is available. “The two principal ways to collect new or primary data for a marketing study are by (1) observing people and (2) asking them questions.”(Kerin, R.A., Hartley, S.W., Berkowitz, E.N., and Rudelius, W., 2006) When the researcher is determining what method to use, they must consider the type of data that they are collecting. Data that is collected by observation includes both physical and mechanical collection methods. For instance, a website can tally up the number of hits to determine the popularity of a site and an example of physical observation would be setting up a controlled experiment and watching the individual’s choice. Primary research data can also be collected by surveying or questioning the consumer. Care must be taken when developing a survey to ensure that the questions are not too leading or too ambiguous. The benefits of conducting either method of primary marketing research to the organization are to give the company a clearer picture of how well the organizations product is meeting consumer expectations. It can also lead to product improvements that the organization may not have considered. The author’s organization can use primary research to gather marketability data. This... [continues]
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