Primary and Secondary Research
This is the most fundamental divide among research practices. Primary research is defined as original or bespoke research, which involves acquiring information from original sources. It is typically proprietary to a customer and not made available to the market.
Secondary research is the collection of information from existing or published sources. These sources may be internal or external. Internal resources include customer databases, historical files, and so forth. External would include looking for published information. Typical sources include newspapers, trade magazines, associations, industry reports, and, of course, the Internet.
Qualitative and Quantitative Research
Primary research usually divides into two groups. In essence, qualitative research focuses on emotional themes, whereas quantitative research is more rational or logical.
Qualitative research approaches seek to comprehend people's emotions or to stimulate their creative abilities. Quantitative techniques are used to provide meaningful measures that accurately define the size of a reaction. For example, qualitative research would reveal how people feel about a topic, whereas quantitative research would determine how strongly they feel about it.
When planning a study or outlining its objectives, the consultant must first decide whether a qualitative or quantitative technique is most appropriate. Sometimes one will suffice, while other times both are required. Once determined, the most appropriate methodology must be adopted.
