Resources

Expanding the knowledge about customers and their satisfaction conduct to a systematic, objective collection and evaluation of data pertaining to your target market, competitors or environment.

What is Primary Research?

Primary research gathers first-hand information i.e., Original data for a specific purpose of a
business
The data is collected directly contacting potential or existing customers by surveys
through questionnaires, interviews, customer panels, or by observations, auditing &
experimentations.
- Experiments are generally carried out with food products than with the services while
- Questionnaires can be used for most goods & services

What is Secondary research?

It collects information from either internal / external sources. It is a cheaper way of gathering
information since research is already done by others. It may be needed to help assess the total size
of market by finding out the size of population & its age structure.

Examples of internal sources of information include:

- Sales department, sales records, pricing data, customer needs, sales reports
- Opinions of distribution & public relation personnel
- Finance department
- Customer service department