Definition of Primary ResearchPrimary research is a process of generating new research data using data capture and data collection techniques.

Primary research is mostly done using data capture and data collection techniques. Qualitative research and quantitative research is comes under data capture technique. On the other hand observation and store & media scanning comes under data collection techniques.

What is Primary Research

Primary research is usually costlier than secondary research since it involves researchers to travel and spend a lot of time in field.

Why primary research is conducted?

Primary research is conducted by market research companies for following purposes:

  1. To gather fresh data about a market.
  2. To verify findings from secondary market research.
  3. To improve data reliability, this can help them in accurate forecasting.

When primary research is used?

Primary research is often used during descriptive research and causal research which follows an structured format.  It is also used in following cases:

  1. When you want to find new information.
  2. When you want to test the data collected from secondary research.
  3. When you want to find data which is not readily available on secondary sources.
  4. When you are doing a custom research project for a customer.

What’s the cost of primary research?

The cost of primary research varies from projects to projects. But one thing is certain that primary research is much costlier compared to secondary research. On an average they are almost 10 times costlier than secondary research studies of the same scope.

The main reason for the higher cost of primary research is that they require field work and are thus more time consuming.

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Ambarish is the MD and CEO of NOVONOUS Business Consulting Pvt Ltd, a knowledge management firm. He likes sharing his experiences in the field of Market Research to those who are passionate and like exploring more about this field.

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