Business – 3.2 Market research – Primary and secondary research | e-Consult
3.2 Market research – Primary and secondary research (1 questions)
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Primary research provides data that is:
- Specific to the product and target market – the information is gathered directly from the intended customers, ensuring relevance.
- Current and up‑to‑date – it reflects the latest consumer attitudes, trends and competitive conditions.
- Controlled in scope and depth – the researcher can design questions to explore particular features, price points or branding concepts.
- Exclusive – the data belongs solely to the commissioning firm, giving a competitive advantage.
These factors increase the reliability of decisions regarding product design, positioning and marketing strategy.