The distinction between primary and secondary research is really about the different sources of market information. A different way of thinking about market research is to consider the two main approaches – qualitative and quantitative.
Qualitative research is based on opinions, attitudes, beliefs and intentions. This kind of research deals with questions such as "Why"? "Would?", or "How?"
Qualitative research aims to understand why customers behave in a certain way or how they may respond to a new product. Given that these opinions are often obtained from small numbers of people, the findings are not necessarily statistically valid. However, such data can highlight potential issues which can be explored in quantitative research.
Focus groups and interviews are common methods used to collect qualitative data. This kind of data is often revealing and useful, but it is costly and time-consuming to collect, particularly for a start-up or small business.
This is research based on larger samples and is, therefore, more statistically valid. Quantitative research is concerned with data and addresses question such as "how many?", "how often", "who?", "when?" and "where?"
The results of quantitative research will generally be numerical form – for example:
The main methods of obtaining quantitative data are the various forms of surveys – i.e. telephone, postal, face-to-face and online.
We'll use this Series to curate resources that support teachers and students preparing for the BUSS4 Section A Research Theme on Manufacturing in the UK (June 2015). These resources will complement our popular BUSS4 Section A Toolkit on Manufacturing and the BUSS4 Exam Coaching Workshops which also include sessions on Manufacturing.
Fully worked A Grade answers to recent Edexcel GCSE Business Studies Unit 3 exam papers with detailed examiner commentary on how good technique scores top marks
Exemplar A grade worked answers to recent AQA GCSE Business Studies Unit 2 exam papers with examiner commentary on how to score top marks