Primary Research - Advantages
Marketers often turn to primary data collection because of the benefits it offers including:
Addresses Specific Research Issues
Carrying out their own research allows the marketing organization to address issues specific to their own situation. Primary research is designed to collect the information the marketer wants to know (Step 2) and report it in ways that benefit the marketer. For example, while information reported with secondary research may not fit the marketer’s needs (e.g., different age groupings) no such problem exists with primary research since the marketer controls the research design.
Not only does primary research enable the marketer to focus on specific issues, it also enables the marketer to have a higher level of control over how the information is collected. In this way the marketer can decide on such issues as size of project (e.g., how many responses), location of research (e.g., geographic area) and time frame for completing the project.
Efficient Spending for Information
Unlike secondary research where the marketer may spend for information that is not needed, primary data collections’ focus on issues specific to the researcher improves the chances that research funds will be spent efficiently.
Information collected by the marketer using primary research is their own and is generally not shared with others. Thus, information can be kept hidden from competitors and potentially offer an “information advantage” to the company that undertook the primary research.
Latest Marketing Stories
- Perfect Payments (how Asian consumers use mobile payment systems) Trendwatching
- Trying to Bolster the Image of Frozen Meals as Sales Lag (attempting to change consumer perception) New York Times
- Supreme Court Seems Inclined to Bolster Truth-in-Labeling Laws (questions what is misleading in product labeling) Los Angeles Times
- Small Businesses Search in Vain for Web-Ad Help (how sales tactics are draining funds) Wall Street Journal
- How Breakfast Became the Most Important Meal of the Day (the battle for breakfast money) Time
- The New Reality of R&D (how companies are acquiring products) Fast Company
- No Laptops, No Wi-Fi: How One Cafe Fired Up Sales (decision opens up space for more to buy) NPR
Latest Blog Posts
- Marketers Beware: Asian Pacific Consumers Are Embracing Mobile Payments
- The U.S. Supreme Court Tackles a Key Product Labeling Issue
- When Doing Well in Search Engine Advertising is Too Good to Be True
- Some Companies Find Product Development is Better Left to Others
- If a Small Café Says Goodbye to Free WiFi Will It Say Hello to Increased Sales?