Primary research and secondary research — common mistakes

When recommending a primary research method, always justify your choice in the context of the case study. For example, state WHY a focus group is better than a survey for exploring complex customer motivations for a new luxury service.

In an exam, before suggesting expensive primary research, always consider if the business could first use its own internal secondary data (like sales figures) to gain initial insights cheaply and quickly.

In 'recommend and justify' questions, structure your answer by evaluating the options against the specific circumstances of the business in the case study, such as its size, financial position, and the nature of the market it operates in.

The internet is a medium, not a source type. It can be used for both. Conducting an online survey using a tool like SurveyMonkey is primary research. Reading a government statistics report or a competitor's webpage online is secondary research. The key distinction is whether you are gathering new data or accessing existing data.

Not necessarily. While large-scale primary research is expensive, smaller-scale methods can be cost-effective. For example, a small café could conduct short face-to-face interviews with its existing customers (a convenience sample) or create a simple online survey using free tools. The choice depends on balancing the budget with the specific information needed.

While generally more reliable than many commercial sources, it is not automatically perfect for every business purpose. You must still critically evaluate its age (currency) and whether the scope of the data (e.g., national average) is relevant to the business's specific market (e.g., a local region). Always question the relevance of secondary data.