Primary versus Secondary Marketing Research: Which to Use, and When

A detailed Summary of Primary versus Secondary Marketing Research: Which to Use, and When


Within marketing, primary research instruments can be designed to meet a company's unique, specific, or time-sensitive needs. Examples of primary research include surveys; interviews; and focus groups. Using primary research allows a company to gather information on a target market, e.g., what a focus group of "target market" participants thinks about a product or service before its actual introduction. Through using a survey as a primary research tool, a company can elicit feedb


Secondary research, on the other hand, consists of locating and analyzing, previous studies or documents that could be germane to one's own business needs. Government studies; articles from business, marketing, management or trade journals; web sites; trade association or organizational newsletters, Chamber of Commerce or Census Bureau studies, and newspaper and magazine articles are secondary research materials. Secondary research is most useful for investigating new markets; o

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, Census Bureau, secondary research, primary research, one's own, secondary research materials, research secondary, research secondary research, target market, research materials, gather information, surveys interviews, useful investigating,

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