RESEARCH PROJECTS

FIGURE 4.5 Trend evaluation matrix

Gathering customer information is generally the responsibility of marketing research, so this is simply a primer to provide definitions and jargon. I start by differentiating primary, syndicated, and secondary research. Primary research refers to surveys, focus groups, observation, and other methods designed to gather information for a stated purpose. A sample is selected and a questionnaire is designed specifically for this purpose. Syndicated research often refers to a “shared cost” study in which a firm may insert a question or two in a generic study. The sample and questionnaire are not specifically focused on your firm’s goals but are used when the sample is deemed “close enough.” Syndicated research also includes warehouse and retail sales data compiled by companies such as A. C. Nielsen. Secondary research refers to an analysis of census data, trade association statistics, and other previously compiled and published data.