Primary research

This article or the following section is not adequately provided with supporting documents ( e.g. individual evidence ). Information without sufficient evidence could be removed soon. Please help Wikipedia by researching the information and including good evidence.

Primary research (also primary survey, English field research ) is used as an empirical method to collect new, not yet recorded data. It is in contrast to the secondary analysis ( desk research ).

The main advantage of primary research is the ability to collect and interpret data appropriate to the problem. B. specific experiences can be used. Linked to this is the fact that you can develop the survey instrument specifically for your own question. The disadvantage is that primary research is usually expensive and relatively time-consuming. In addition, methodical expertise is required in order to be able to cope with the often complex problems.

Primary research in market research

In market research, primary research is mainly carried out by large companies and market research institutes.

For secondary analyzes in market research, see desk research .

There are three types of studies:

• Exploratory studies are used to illuminate and classify problem areas for the first time. They are often used to get an overview and so often serve as preparation for further studies.
• Descriptive studies should determine and characterize market and environmental conditions. It is used to prepare decisions in marketing .
• Explanative studies (causal studies) should show the connections between cause and effect.

In the context of primary research, a distinction is made between four methods:

• Survey (by phone, in person, in writing, computer-aided)
• Observation (e.g. field observation, laboratory observation)
• Experiment (e.g. laboratory test, market test (marketing) , store test , product test, studio test)
• Panel research (consumer panels, retail panels , special panels)

The following are special forms of primary research:

• Omnibus surveys (also called " omnibus surveys ")
• Multi-client study

With the help of primary research in market research, market trends can be identified at an early stage, even before competitors can. This can lead to competitive advantages in product launches , provided that confidentiality is actually maintained. In addition, data obtained by means of a primary survey are currently available. Overall, control over the market research process can be characterized as a central advantage.

Advantages of primary market research:

- The specific target group can be interviewed. - In contrast to secondary market research, information on one's own product can be collected. - The data is current. - The data is only available to your own company.

Disadvantage:

- Market research is very costly. - The data are only available after a certain evaluation time.