Market research generally involves two broad sources of information primary and secondary research.
Primary research collects new information directly from respondents This can include interviews surveys and discussions with relevant experts or consumers.
Secondary research uses information that already exists such as industry publications company information public reports and other relevant sources.
Neither approach automatically replaces the other.
Secondary research can help researchers understand the existing market landscape and identify research gaps.
Primary research can then explore specific questions directly with relevant respondents.
Combining both approaches can provide greater context.
At The Research 360 research methodology is selected according to the specific business question target audience and information required.
The objective is to make research relevant to the decision it needs to support.