This week’s topics
Primary Market Research Methods
- Surveys and questionnaires
- Focus groups and interviews
- Observation techniques
- Factors affecting method selection such as cost, time, and target audience
- Primary Market Research Explained | Surveys, Focus Groups, Observations, and Test Marketing
- Primary Market Research
- Primary Data Collection
- Why is primary research important?
What you will be able to do
- 3.1 Explain different methods of primary market research.
- 3.2 State the factors which influence the choice of primary market research method.
Activity
Start with this week’s 4 videos, then: Seminar, guided reading and a short written task: explain different methods of primary market research.
Study materials
Videos
- Primary Market Research Explained | Surveys, Focus Groups, Observations, and Test Marketing · YouTube · Two Teachers · 12 min · for registered students
- Primary Market Research · YouTube · tutor2u · 4 min · for registered students
- Primary Data Collection · YouTube · Galton College · 28 min · for registered students
- Why is primary research important? · Oak National Academy, Key Stage 4 (GCSE level) · for registered students
- How To Design A Questionnaire Or Survey | Research Methods Tutorial · YouTube · Dr Hayley Stainton | Tourism Teacher · 15 min · for registered students
Further resources
- Principles of Marketing, ch. 10: Gathering and Using Information: Marketing Research and Market Intelligence · PDF · Saylor Academy, textbook chapter; pp. 305–351 · for registered students
- Principles of Marketing, ch. 6: Marketing Research and Market Intelligence · PDF · OpenStax, textbook chapter; pp. 211–238 · for registered students
- Business Communication for Success, ch. 8.2: Qualitative and quantitative research · PDF · Saylor Academy, textbook chapter; pp. 308–314 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
