Essay on Marketing Research: Primary vs. Secondary Research

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Marketing Research: Primary vs. Secondary Research
“Primary data are gathered specifically for the research project at hand. Secondary data is data that have been previously gathered for some other purpose.” (Burns & Bush, 2006). This paper will explore the differences in primary and secondary research when using qualitative and quantitative approaches. The paper will further discuss the tools that are used for each approach.
Quantitative & Qualitative Approaches “Quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents are involved.” (Burns & Bush, 2006). Quantitative research is associated with the more traditional
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The data analyzed typically looks at the entire picture as opposed to separate areas Secondary research which is based on prior researched information can be utilized in qualitative research. The data collected and analyzed can be translated into the information that is needed for the project. “Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research.” (Burns & Bush, 2006). However, there are some advantages and disadvantages to qualitative and quantitative research. Qualitative research is implemented in some cases as an exploratory form of data collection at the beginning of a research project. “Qualitative data can give the researcher a better idea of what to look more closely at for later trails.” (Varoskovic, 1999 – 2010). Qualitative research also allows for a more in-depth or detailed results from the respondents. The disadvantage of qualitative research is that the data is the opinion of the researcher. On the other hand, the advantages of quantitative research are that the data is focused on the numeric qualities that can be recorded. However, the disadvantage of quantitative research is that it is difficult at times to provide meaning to what is being examined. Overall, both quantitative and qualitative research can be combined to enhance primary and secondary research.
Qualitative & Quantitative Tools “The term “research tool”

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