Primary research methods

Designing primary research


The design of a research study is based on the purpuses of the study: if descriptive information is needed, then quantitative study is likely to be undertaken; if the purpose is to get new ideas, then a qualitative study may be in oredr. Since the approach for each type of research differs in terms of method of data collection, sample design, and type of data collection instrument used, each research approach is discussed separately below:


Qualitative research - the choice of data collection techniques includes depth interviews, focus groups, and projective techniques. Provides insights and understanding of the problem setting.

1. Depth interview is a lengthy interview between a respondednt and highly trained interviewer, who minimizes his or her own participation in the duscussion after establishing the general subject to be discussed.
2. Focus groups - consists of 8 to 10 respondents who meet with a moderator/analyst for a group discussion ''focused'' on a particular product. Respondents are encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the subject being discussed.

Quantitative research - the design of quantitative research study includes the method for collecting data, the sample design, and construction of the data collection instrument. Quantitative research is about asking people for their opinions in a structured way so that you can produce hard facts and statistics to guide you. To get reliable statistical results, it’s important to survey people in fairly large numbers and to make sure they are a representative sample of your target market.

1. Data collection methods - the are 3 basic ways to collect primary data in quantitative research: by observing behavior, by experimentation (in a laboratory or in the field e.g. supermarket), or by survey. The primary data collection instrument is questionnaire, which can be sent through the mails.

Feedback about results is a very important driver for participating in research among the Generation Y. Participants want us to give them something in return for their time and efforts. They want to know why they should participate including information about the goal of the study and if possible even about the client behind the study. Giving them this kind of feedback means showing them respect. Remember, they have been brought up in a democratic style, valuing their opinion in family decision making.

The market researcher is still considered to be an external expert and not seen as a peer, although a more personal approach is necessary in the future. This implies that the connection researchers try to make with the young generation should not be on an individual level but more as a research company, e.g. by showing a short movie at the beginning of a project with lots of visuals or pictures introducing the research company behind the research but also the client that commissioned the study. Knowing the goal of a study as well as the client behind it is a very important driver for Generation Y youth to participate in market research.

Source: L., Schiffman, L., Kanuk (1994) Consumer Behavior: Fifth edition, New Jersey: Prentice-Hall