Vocabulary【Market Methods】
There are two major types of market research: primary research and secondary research.
Several different methods can be used to conduct this research.
primary research
Primary research is conducted to gather first-hand information.
First-hand information can be gathered from interviews, questionnaires, and focus groups.
Primary research allows researchers to address specific questions, but it can be costly and time consuming.
secondary research
Secondary research is based on information from existing sources.
It usually saves time and money, but its data may not specifically address the question of concern.
Secondary research is often used before large-scale primary research to guide the focus.
interviews
Conducting interviews is a qualitative research technique.
It is used to collect data directly from respondents.
Interviews are useful for finding out personal feelings, expectations, and perceptions.
technique: 方法
respondent: 回答者
perception: 看法
questionnaires
A questionnaire is a set of questions used to assess customers' opinions.
It's used for collecting data from a large group.
Usually the multiple choice questions in a questionnaire can be quantified and analyzed easily.
Open-ended questions aren't normally quantifiable, but they can give companies detailed insights into consumer preference.
quantifiable: 可量化的
focus groups
A focus group is a small group of people interviewed by researchers.
Like one-on-one interviews, focus groups allow researchers to get detailed feedback from potential and existing customers.
Unlike an interview, participants can interact with and influence each other during the discussion.
Question
- Compared to primary research, secondary research takes less time as the collection of data is already done.
- Telephone interviews are suitable when you have a tight deadline or limited research budget.
- Interviews can be a free-flowing conversation or a formal set of questions.
