Research is one of the most significant processes in marketing. The most successful products and services in the marketplace gain prominence because of extensive studies and analysis. Market research is critical as it assists organizations in determining and accurately anticipating the needs and wants of the consumers. Moreover, a conducting a study on the clients and products further enables a company to understand its customers, gain knowledge on its main threats including competitors, test new merchandise as well as ensure that the business sustains an upward trajectory through growth and profitability. In market research, corporate entities have the option of using primary or secondary sources of data. Despite the benefits that secondary data provides, companies opt to use primary data collection methods in most instances (Hox, 2005). The following discussion focuses on primary data collection methods with particular reference to observation and experimentation. Research is applicable in any field or practice, but this discussion centers around data collection methods in advertising.
Primary Data Collection
Primary data is also known as raw data because it is obtained directly from the various sources such as the participants who answer a questionnaire or respondents to survey questions. Secondly, primary data is not processed, which implies that it is in its raw form. Raw data must be processed through various analysis techniques to obtain relevant information. There are multiple procedures of collecting primary data including the use of questionnaires, interviews, observations, and experimentations. Observation refers to the process of viewing and recording data and recording the same for further processing: the researcher must rely on his or her observation skills. Experimentation, on the other hand, involves the scientific process of selectively sourcing subjects that fit specific criteria. The respondents should be representative of the entire demographic such that all races and genders in the form of a sample size that represents the society. Scientific experiments range from tests, question and answer sessions or other approaches (Wilcox, 2012). For example, food manufacturers collect random individuals to taste their products and offer comments or suggestions on the same. The company may opt to change the product based on the results of the survey.
Ethics in Market Research
Ethics is important in market research as
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