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Marketing Research Tools

Autor:   •  May 11, 2016  •  Research Paper  •  1,137 Words (5 Pages)  •  402 Views

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Marketing Research Tools

        Market research tools are vital to businesses and their workers, whether operating a small

Or large corporation. Different marketing tools are used in businesses to communicate information, inspire client’s interest and motivate action. An integrated marketing approach applies numerous tactics involving customers to build a business. Primary and secondary research tools are engaged by marketers determining results of present and past information. The information acquired from the results of the inquiries defines the data in two different terms. Marketers dissect the information and categorize it in qualitative or quantitative terms. For marketing, it is important to differentiate between primary and secondary research when using qualitative and quantitative approaches to determine why and when to use each one effectively.

Primary and Secondary Market Research

Primary and secondary are two different types of market research. Primary research or field research is the most frequently used method. Primary market research is customized to meet specific needs of the business can be handled within the company or outsourced to a marketing firm. Focus groups, surveys, interviews, and observations are good examples of primary market research methods. These particular tools are utilized to evaluate distinct issues that are of critical interest to the organization and where feedback is required to carry out a strategic action plan.

On the other hand, secondary market research is founded on information gathered from reports that existed before the original evaluation of the business. Secondary research is readily attainable and available online from government or industry websites, libraries, and publications. Market research documents or data usually published by government organizations, trade associations, and similar agencies. The census results conducted by the United States Census Bureau are an excellent example of secondary research (Stewart, Kamins, 1993).

Primary research fills in needed data while secondary research organizes the foundation. And though one may think secondary research would come second it is usually performed before the primary research method to help cut cost; usually because secondary research is frequently available at a minimal cost or no charge. In comparison, primary market research can be very costly whether handled in-house or outsourced. Online surveys, a primary research method, offer organizations a very low cost yet effective tool.

Quantitative and Qualitative Research

Quantitative and qualitative are the two main types of research methods. The Quantitative model includes firm amounts and verifiable results, such as surveys. The Qualitative model is subjective, including observation and interpretation of data via personal interviews. 

One disadvantage of using the qualitative model is that that it is very time-consuming and could take months to complete. A disadvantage of the Quantitative model is that research would not study in the natural setting nor does it discuss the sense of things seen by different people as qualitative research does (www. 


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