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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The two primary methods differ in several key respects that affect the usefulness of the data:
| Aspect | Surveys | In‑depth Interviews |
|---|---|---|
| Sample size | Large, allowing statistical generalisation | Small, focused on rich detail |
| Depth of insight | Limited to predefined questions | Explores motivations, emotions and context |
| Cost & time | Relatively low cost, quick distribution | Higher cost, longer to conduct and analyse |
| Reliability | High if questionnaire is well‑designed and sample is random | Potential for interviewer bias, but deeper validity of responses |
Thus, surveys are useful for measuring overall satisfaction levels across a broad audience, while in‑depth interviews provide nuanced understanding of why customers feel a certain way, both contributing valuable but different insights.