Primary research
What is primary research?
This type of research involves collecting data directly by yourself for a specific purpose.
This primary research method gathers 5 to 8 participants to discuss a product or service together.
Focus group
What is secondary research?
This type of research uses data that has already been collected by others.
This type of research helps businesses understand customer behaviour and preferences.
Primary research
What is the main advantage of primary research compared to secondary research?
Collecting first-hand, specific data?
Involves speaking to participants one-to-one to gather detailed opinions.
Personal or telephone interviews
A key advantage of secondary research.
Saves time and cost
This type of research is best used to analyse competitors and market trends
Secondary research
This type of research is most useful when a business wants to understand customer opinions and feelings in depth.
Interview-based primary research
This primary research method focuses on watching what people do rather than what they say
Personal observation
This is a major risk when using internet-based secondary research.
Unreliable or biased information
How do businesses make informed decisions?
Using both primary and secondary research
A key limitation of primary research.
Time-consuming and costly
This primary research method is commonly conducted using Google Forms
Survey
This source provides official statistics about Singapore’s population and economy.
Department of Statistics Singapore (SingStat)
This happens when a business relies only on assumptions instead of research.
Poor decision-making or business failure
Why businesses often use primary research before launching a new product or service?
Reduce risk and uncertainty
This primary research method is best for understanding emotions, tone, and reasoning.
Interviews
This type of secondary research helps businesses understand market size and industry trends.
Industry reports
This type of research would best help a gym understand why customers cancel memberships.
Primary research