PRIMARY RESEARCH
LAMBERT M. SURHONE, MARIAM T. TENNOE, SUSAN F. HENSSONOW
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Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data.
Primary Research is often undertaken after the researcher has gained some insight into the issue by collecting secondary data.
This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others.
This information may be collected in things like questionnaires and interviews.
There are basic approaches to data collections using primary methods: Qualitative research includes interviews, focus groups and participant observations.
Quantitative research includes controlled laboratory experiments, field work, questionnaires and surveys and ethnographies.
The term primary research is widely used in academic research, market research and competitive intelligence.
