Primary Research Methods
It is essential that I research thoroughly so that I can gain information about different primary research methods. This is important as in order for me to make the most informed decision about my choice of primary research I will need to know every method possible. Thus allowing me to make the most effective choices and therefore getting the correct information about my product.
Primary research which is also called field research involves the collection of data that does not already exist. This can be through numerous forms, including questionnaires and telephone interviews amongst others.
A questionnaire is a research instrument consisting of a series of questions for the purpose of gathering information from respondents. They are submitted to people in order to gain statistical information they are either qualitative or quantitative.
* They permit respondents time to consider their responses carefully without interference from, for example, an interviewer.
* Cost. It is possible to provide questionnaires to large numbers of people simultaneously.
* Uniformity. Each respondent receives the identical set of questions. With closed-form questions, responses are standardised, which can assist in interpreting
* Makes it easier to gather concise information
* Can address a large number of issues and questions of concern in a relatively efficient way, with the possibility of a high response rate.
* Often, questionnaires are designed so that answers to questions are scored and scores summed to obtain an overall measure of the attitudes and opinions of the respondent.
*They may be mailed to respondents (although this approach may lower the response rate).
*They permit anonymity. It is usually argued that anonymity increases the rate of response and may increase the likelihood that responses reflect genuinely held opinions.
* They can allow generalisations to larger populations.