Secondary and primary research

Secondary research conducted before primary research. This is because secondary research refers to data already available.

• Secondary research looks at data that has already been collected
• Primary research looks for data that have not been found in the secondary research

You would have used secondary sources. Secondary because the data were not collected for you. the Census of Population, for example, was for the goverment they must have the data. You can also acces it.

If you were thinking of entering a foreign market you would need a lot of information. you would need to audit using the STEEPLE frame.
The STEEPLE factors are :
Social and cultural
Technological and product innovation
Economic and market conditions
Education, training, and employment
Political
Legal
Environmental protection

Desk and field research 

Desk research is another name for secondary research. It can be done at the desk. These days a lot can be done using a PC - no need to even leave your office.

Field Research is another name for primary research, because it is conducted outside the office

Always use secondary research before commissioning primary research
Use primary research to fill the gaps left after the secondary research is finished

Data collection

All research must start with a research brief, a detailed statement of what data are needed. so a bad brief automatically leads to reseach that does not provide the data that is needed.



Remember :
The manager is the expert on what needs to be known
The researcher is the expert on how to get that data

Research is based on a questionare. It is tool used by the researcher to be sure that questions are asked in the proper sequence.
A questionare is not a form of research. It is not the same as research. It is only simply a list of questions.

Methods of data collection

The three basic methods for gathering data are :

• Observation ( Where a researcher watches what happens )
• Experimentation ( Where a situation is created and results measured )
• Questioning ( Making direct contact, face-to-face, over the telephone, by post, etc 

The methods in most common use are :

• Interviews
• Telephone surveys
• Postal survey
• Panels
• Group interviews
• Retail
• Omnibus survey

The success of any research project depends on the care with which it is planned, and the quality of the supervision. Standart must be set, and maintained. All involved must be carefully trained, and all work must be checked.

Random and quota sampling

All you need to understand is that there are two kinds of sample

Probability or random sample
every person has an equal chance of being selected. To make this possible every individual has to be identified. selecting people in this way mean that they will be widespread. Five or 6 may be in the north, one or 2 in the east, 20 scatter across major city, and so on.

Quota sample
Represent to make-up of the whole. if the whole population was 48/52% male/female and the age range was also a key factor. Each interviewer first uses personal judgement to pick likely people. Then ask a series of introductory questions to establish if the person fits one of the quota sectors that has not yet been completed.

Error

There will always be a degree of error in any research findings. This error means that any figure may be out by 5% either way. Thus a 40:60 response can be 35:65, 40:60 or 45:55.
Never rely on a response that is too close to 50:50 - try to work with response that are 60:40 and better.



sources : The official LCCI Examinations board guide, all images from google