Primary Research

Purpose  To understand the qualitative and quantitative methods commonly used in primary research

Primary Research  Collection of original, often proprietary, information to meet the specific interests of the research sponsor  Can be used As a substitute for secondary research OR as a complement to secondary research

Primary Research Categories  Qualitative Research In-depth, insight generating Non-numerical ‘Directional’  Common Techniques Personal interviews (depth, one-on-one) Focus groups (8-12) and mini-groups (3-6)

Advantages of Qualitative Research  Allows us to ‘get close to the issues’ To better understand the link between attitudes, beliefs, and behaviors  Allows time and opportunity to probe the whys

Uses of Qualitative Research  Can lend insight to what direction planning decisions should take  Can be a useful precursor to quantitative research, questionnaire development

Primary Research Categories  Quantitative Research Numerical Statistically reliable Projectable to a broader population

Advantages of Quantitative Research  Provides the best means for understanding large populations in numerical terms  Data gathered can be analyzed through inferential and descriptive statistical procedures

Uses of Quantitative Research  Can be accomplished quickly, efficiently*  Gauges broad patterns, trends  Can be a useful precursor to qualitative research, discussion guide development

Quantitative Research  Common Techniques Observation research* Physiological Research Survey Research

Observation Research  Natural v. Contrived (mystery shopper) Do subjects realize the researcher is watching or not?  Disguised vs. Open observation The means by which information is recorded  Structured (checklist) vs. Unstructured (narrative)

Physiological Research Techniques  Eye tracking Detects what, in what order, and for how long a viewer processes information  Galvanic skin response Detects emotional stimulation or stress level through perspiration

Physiological Research Techniques  Brain wave analysis Detect activity and involvement based on brain waves  Voice pitch analysis Detects changes in voice pitch and vibration

Methods of Survey Research  Personal interviews  Telephone interviews  Mail Surveys  Electronic/Interactive Surveys

Criteria for Identifying Which Method Is Best  Cost  Timing Requirements  Sample Characteristics/Requirements  Accuracy of data required

Criteria for Identifying Which Method Is Best  Complexity of the topic  Interview length  Response rate required Tolerable non-response error  Administrative control required

Qualitative or Quantitative?  Gator Advertising has developed two new advertising campaigns. Research has been recommended to help the agency select the strongest campaign for client recommendation. “Strongest” will be evaluated in terms of “liking” and purchase intent.” What kind of research should we recommend?

Qualitative or Quantitative?  The client, a gasoline manufacturer, has decided that its new advertising campaign should not be directed toward “all users” as in the past, but to a smaller, better defined segment of purchasers. Research is needed to identify the size and characteristics of different user segments. What kind of research should we recommend?