Primary Research

Primary research is the use of original research to obtain new information. It is used for a specific purpose, as the researcher is trying to get original data.  The style and nature of the research type will involve the researcher going into the market/field to conduct techniques such as surveys, interviews, both in-person and over the telephone/internet and focus groups. Alternatively, a group may pay someone to do the research for them. An individual may even gather research on their own for an extensive range of things, which they will then sell to someone (this will change the type of research from primary to secondary for the purchasing person/group).  Primary research involves getting brand new information, so many companies will use the research method because it generally offers a huge benefit to them. The research is usually conducted once others types of research such as secondary have been expended and there is still a need for more information. The benefit of primary research is that questions in interviews, surveys and questionnaires can be tailored to fit the need of the researcher.

An example of where Primary research would be used is when a company or individual goes out to find out what people want for a certain thing. A representative from a council may go out to find out local people's opinions on a proposed law such as a smoking ban or speed-limit change. From interviewing many people they may be able to decide whether it is appropriate to continue with their law or may change it to lessen the affect it has on the opposing public. Another example of a primary research technique is a focus group, in this case watching the film 'Blade Runner'. After viewing the original cut and not liking it, the director, Ridley Scott, was then able to edit it accordingly to better suit their tastes. This is done as a focus group will feature many people with many likes and dislikes so they will represent the wider viewing public. From this Ridley Scott will be able to make the film appeal to more people. During another unit as part of my course, I along with two students planned a pitch for a TV show, researching similar shows currently airing and their channels, broadcast times and ratings. We created a survey to see what types of shows people watched and enjoyed. We used open questions and questions that required participants to select a detailed answer, as we wanted to gain as much information as possible:

https://www.surveymonkey.com/s/CQZDQK7


An advantage of primary research is that the researching individual or group can tailor questions to fit their exact criteria, so to gain as much relevant information as possible. A researcher can also decide on how to collect their information as may not be the choice with secondary research. They may choose to use questionnaires, surveys, focus groups or interviews depending on what is easiest and most appropriate for the research they are conducting. As you are researching on your own you don't have to rely on other peoples work and can interpret your findings however you see fit. The research will also be up to date and accurate for the location, time and situation the researcher is in.

Disadvantages of primary research involve the fact that it is very costly and in some cases difficult to conduct. This can be seen for things such as surveys as people may not be answering honestly. Also, people's answers may vary depending on the situation they are in. For example if they are involved in a one on one interview they will most likely answer honestly, whereas if they are answering a questionnaire in a busy street with friends, they may answer either quickly with rushed answers or answer questions inappropriately. Primary research can be very time-consuming as it may take a while to compile an appropriate amount of information to a good standard. It can be very costly as many sheets of paper will be need to print off questionnaire and organisation and planning for focus groups will take time and money. Also, depending on the type of research, the results may be out of date by the time the research has been finished.