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Primary vs. Secondary Market Research: What’s the Difference?

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❶If I missed something or if you have something to add, please do so with a comment below. Using information gleaned from secondary sources, the owner can uncover all kinds of demographic information, including detailed income data and spending patterns.

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Secondary market research is easy to find, and much of it is free or low-cost. For instance, you can find secondary market research online at government or industry websites, at your local library, on business websites, and in magazines and newspapers. The downside of secondary market research is that it is not customized to your needs, so it may not be as useful as primary market research. For example, secondary research will tell you how much money U.

Focus groups, surveys, field tests, interviews, and observation are examples of primary market research. Primary market research lets you investigate an issue of specific interest to your business, get feedback about your website, assess demand for a proposed service, gauge response to various packaging options, find out how much consumers will pay for a new product, and more.

In addition, primary research is usually based on statistical methodologies that involve sampling as little as 1 percent of a target market. This tiny sample can give an accurate representation of a particular market.

The downside of professionally conducted primary market research is that it can be expensive — several thousand dollars or more. Fortunately, a growing number of online tools allow you to conduct primary research such as surveys yourself at very little cost. Savvy entrepreneurs do secondary research first and then conduct primary research. For example, the owner of a cupcake shop would want to know all about a neighborhood before opening a new store there. Internal company data like customer details, sales figures, employee timecards, etc.

Published articles, including peer-reviewed journals, newspapers, magazines, and even blog postings like this count as secondary data sources. Social media data is a new source of secondary data.

For example, the New York Times collected Twitter traffic during the Super Bowl and produced this stunning visualization of comments throughout the game. It is increasingly possible to obtain behavioral data from secondary sources, which can be more powerful and reliable than self-reported data via surveys and focus groups. If you have a moment, check it out. Primary Market Research Primary research is research that is conducted by you, or someone you pay to do original research on your behalf.

You might choose to gather this data by running a survey, interviewing people, observing behavior, or by using some other market research method. I hope this tutorial on the differences between primary and secondary research has been helpful. If I missed something or if you have something to add, please do so with a comment below.

Primary vs Secondary Market Research. Previous Post Next Post. You may also like 3D Virtual Shop Research. An Overview of Market Research Methods.


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Also, the research firm would use statistical models to come up with a sample group that is representative of your target audiences, making it very relevant to your business needs. Primary research provides two basic forms, exploratory and specific.

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When conducting primary market research, you can gather two basic types of information: exploratory or specific. Exploratory research is open-ended, helps you define a specific problem, and usually involves detailed, unstructured interviews in which lengthy answers are .

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This type of research can prove useful both in terms of primary market research and secondary market research. Some of the common examples of quantitative research include exit surveys, questionnaires, on-site fieldwork and the shopping bag survey. Market research can be classified as either primary or secondary research. The difference is quite simple, yet there is often confusion around this topic. The difference is quite simple, yet there is often .

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Primary market research is tailored to a company’s particular needs and is conducted either by you or by a company that you pay to conduct the research for you. Focus groups, surveys, field tests, interviews, and observation are examples of primary market research. Primary market research is a process where the market research company directly gets in touch with the end customer and asks the necessary questions to collect relevant data. Thus, where secondary research is data collected from different references, primary data is the original data gathered and analysed by the market.