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Unformatted text preview: Your competitors could have the same info 7. Primary research a. New info gathered directly from consumers b. Quantitative = how many • Objective and generalizable • Broad but shallow • Surveys • Experiments (academic) • Content analysis (academic) c. Qualitative = why and how? • Subjective • Narrow but deep • Focus groups • Interviews • Ethnographic research • Diaries Pros of Primary research 8. k Cons 9. EXPENSIVE 10. May have to outsource work, which can be problematic if not delivered on time or to your specifications 11. Much slower since the data have yet to be collected Research realities a. It's expensive b. Typically time consuming c. No one method(quantitative or qualitative) . . ....
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- Spring '11