Primary Research

 Research is conducted first hand to obtain data.

Researcher “owns” the data collected.
 Primary research is based on raw data.
 The data collected fits the needs of a researcher, it is
customized. Data is collected based on the absolute needs
of organizations or businesses.
 Researcher is deeply involved in research to collect data in
primary research.
 Primary research is an expensive process and consumes a
lot of time to collect and analyze data.
Examples of Primary Research
 Interviews (telephonic or face-to-face): open-ended method which
involves dialogues or interaction between interviewer (researcher) and
interviewee (respondent).
 Online surveys: a good mix or open ended questions and
close ended questions. Survey should not be lengthy, else respondents
lose interest and tend to leave it half done.
 Focus groups: bring together people who are experts in subject matter,
for which research is being conducted.
 Observations: there is no direct interaction between researcher and
person/consumer being observed. Researcher observes the reactions of
a subject and makes notes.
Source of Primary Research

 primary source provides direct or firsthand evidence about an event, object,

person, or work of art.
 Primary sources include historical and legal documents, eyewitness accounts,
results of experiments, statistical data, pieces of creative writing, audio and video
recordings, speeches, and art objects. Interviews, surveys, fieldwork, and Internet
communications via email, blogs, listservs, and newsgroups are also primary
sources. In the natural and social sciences, primary sources are often empirical
studies—research where an experiment was performed or a direct observation was
made. The results of empirical studies are typically found in scholarly articles or
papers delivered at conferences.
 Discuss the advantages and disadvantages of the Primary Research
Secondary Research
 is based on data collected from previous researches.
 Is based on tried and tested data which is previously analyzed and filtered.
 Data may or may not be according to the requirement of a researcher.
 is fast and easy.
 aims at gaining a broader understanding of subject matter.
 Researcher should know where to explore to get most appropriate data.
Examples of Secondary Research

 Data available on the internet: organizations need to consider only authentic and
trusted website to collect information.
 Government and nongovernment agencies: authentic and trustworthy
 Public libraries: vary from one library to another. have a huge collection of
government publications with market statistics, large collection of business
directories and newsletters.
 Educational Institutions: The data is mainly for primary research. businesses or
organizations can approach educational institutions and request for data from them.
 Commercial information sources: Businesses not only have the opportunity to
identify their prospective clients but can also know about the avenues to promote
their products or services through these sources as they have a wider reach.
Source of Secondary Research

 Secondary sources describe, discuss, interpret, comment upon, analyze, evaluate,

summarize, and process primary sources.
 Secondary source materials can be articles in newspapers or popular magazines,
book or movie reviews, or articles found in scholarly journals that discuss or
evaluate someone else's original research.
 Discuss the advantages and disadvantages of the Secondary Research
Empirical Study

 the word empirical refers to collection of data

using evidence that is collected through
observation or experience or by using
calibrated scientific instruments
 Empirical study is the collection and analysis
of primary data based on direct observation
or experiences in the ‘field’.
 Empirical research is defined as any research
where conclusions of the study is strictly
drawn from concretely empirical evidence,
and therefore “verifiable” evidence.
Quantitative Research Method
 systematic investigation of phenomena by gathering
quantifiable data and performing statistical,
mathematical or computational techniques.
 Quantitative research gathers information from existing
and potential customers using sampling methods and
sending out online surveys, online polls, questionnaires
etc., the results of which can be depicted in the form of
numericals.
 Survey research
 Experimental research
 Correlational research
 Longitudinal study
 Cross sectional study
 Causal-Comparative research
Qualitative Research Method

 focuses on obtaining data

through open-ended and
conversational
communication
 not only about “what” people
think but also “why” they
think so.
 Case study
 Observational method
 One-on-one interview
 Focus groups
 Text analysis
 Discuss about Qualitative and Quantitative Research Methods more!
Conducting Research

 Conducting research is an inquiry-based process that involves identifying a

question, gathering information, analyzing and evaluating evidence, drawing
conclusions, and sharing the knowledge gained.
 Experiments
 Surveys
 Questionnaires
 Interviews
 Case studies
 Participant and non-participant observation
 Observational trials
 Studies using the Delphi method