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P1 - Market research
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describing type of research, data and the purpose of market research
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Amina AnwarUnit 5
P1 – Types of market research
Primary research is when data is collected by yourself from first hand sources. For example, a
business may decide to use questionnaires as a research method to find out opinions about their
services from customers.
Secondary research is data collected by someone else and has been collected before. For example,
information that is available on the internet for a business to use to find out about what customers
may like or even their reviews about products or services.
Qualitative data shows people’s opinions and what they think about something through open ended
questions or even closed questions. This is mostly found through primary research methods as you
can get more detailed responses from people.
Quantitative data is collected by asking people for their opinions and producing statistics from it. For
example, asking a simple question like do you like travelling abroad? With the answers yes and no
you can product a pie chart to show how many people said yes or no and in which year to compare
to different years and compare behaviour of customers. This is normally found through secondary
research methods.
Questionnaires and surveys, including postal and email
Questionnaires and surveys are used to gather information from people and it’s an example of
primary data. Questionnaires are a series of questions which are in paper form or online that can be
used to collect feedback from people or even customers, surveys are also the same but are mostly
done online. Questionnaires and surveys can be completed online through email or on paper form
through the post. Questionnaires and surveys in both postal and email form would give you
qualitative data because you can look at the different types of answer people gave and what their
opinions are and how they feel about certain things. It would be beneficial to use this method of
research when setting up a travel and tourism enterprise as it allows the business to get responses
from either existing customers or new customers and ask them a mix of open and closed questions
which will help them gain information which they may need to find out.
Face to face interviews is when you interview someone by communicating to them in person, it’s
also an example of primary data. This can be used in order to get someone’s opinion in more detail
as they are able to provide a more detailed response when speaking rather than writing which is
useful. This helps a company understand the needs of different visitor types and other points that
may benefit them. This would give you qualitative data because it gives opinions and what people
think. This would be beneficial for travel and tourism enterprises as with this method they will be
able to receive more detailed response and also see impressions of people who they interview to
know more about their feelings.
Telephone interviews are when you ask people questions through the phone to gain data. This is an
example of primary data. This differs to face to face as you can only hear the voice of the person you
are interviewing rather than seeing them in person, but it also provides a detail response as the
person is able to speak in detail their responses. This method gives qualitative data as you are able
to receive opinions from others and what they think. This can help travel and tourism enterprises as
they are still able to hear detailed responses from people allowing them to ask more questions for
more detailed responses.
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