Research Methods

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Research Methods

Tiffany S. Christopher

Grantham University

Abstract

In this paper I will discuss the pros and cons of each research method with respect to both a new product launch and a revised product launch. I will also explain why there are different research needs for a new product versus a re-launch. Most research can be divided into two categories. “Primary research can be defined as research designed and conducted by the person or group originating the request” (Primary Research, 2012). “Secondary research can be defined as utilizing existing research data gathered by an external source (Secondary Research, 2012). There are a wide variety of information-gathering techniques. The various data collection methods are mail surveys, telephone surveys, face to face surveys, and focus groups. The product I that I will focus on will be a new vehicle to determine which research method works the best. One must first decide what the research question is and then decide what data or variables are needed to scientifically answer the question to provide the best results for the product.

Primary Data

Primary data is the data collected by the person doing the request. Examples of primary data are surveys, focus groups, questionnaires, personal interviews and online researches. Mail surveys allow customers to answer at their convenience, at a time and location where they are at ease. “The limitations of mail survey are that there is no opportunity to explain complex instructions” (Mail Survey, 2012). Telephone interviews are fast, often computer-aided; offer immediate results and are cost efficient. “The limitations are interrupting people in the office or at home and it is harder to use rating scales” (Telephone Interviews, 2012). Focus groups are good way of getting people to talk about their attitudes and perceptions and the individuals...
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