Why Primary Research?

When we analyze data collected for purposes other than our own or summarize research done by others, we are conducting secondary research..Secondary research is also sometimes known as desk research.When we design and execute research for our own purposes, this is primary research..Moreover, if the team designing a new proprietary method is not skilled at primary marketing research, it raises questions regarding how valid and useful it actually is, however sophisticated.Standardized methods do have advantages, though, and here are a few which are often cited:However, there are also downsides, which I summarize in Why Customize? A very important drawback is that one-size-fits-all may not fit anyone very well.Returning to secondary research and big data especially, masses of data do not automatically mean masses of information useful to decision makers.. More details

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