1. Types of PRIMARY RESEARCH
QUESTIONAIRE / SURVEYS
INTERVIEW
OBSERVATION
EXPERIMENT / CONSUMER PANEL
FOCUS GROUPS
Each method has it own dis/ advantages – not outlined in this presentation

2. QUESTIONNAIRE / SURVEY : PRIMARY RESEARCH
Why use this method, on this sample?
Why use this method, to obtain the data you are looking for?
Things to consider
Will you carry it out ..
Face-to-face
Online
Leave-and-collect
The answer will determine decisions regarding the structure of the questionnaire
Things to consider
Will your questions be ..
Open
Closed (options)
Closed (Scale)
You can do more than one type of question 
QUESTIONNAIRE / SURVEY :
PRIMARY RESEARCH

3. INTERVIEW: PRIMARY RESEARCH Why use this method, on this sample?
Why use this method, to obtain the data you are looking for?
Things to consider
BE PREPARED.
PERHAPS HAVE A INTERVIEW SHEET
What are the key ‘areas’ you want data on.
Eg kitchen, budget and new products
Allow the interviewee to respond freely but by the end ensure you have data on your key areas
Interview Sheet
Topics I would like Ms Rivera feedback on..
Staff productive?
kitchen
Machinery up-to-date?
INTERVIEW:
PRIMARY RESEARCH

4. OBSERVATION: PRIMARY RESEARCH Why use this method, on this sample?
Why use this method, to obtain the data you are looking for?
Observing people
Remember
our ethical issues
And that
People behave differently when being watched
Observing things
Prepare in advance what you looking for .
Examples
what is the staff /customer ratio in the morning v afternoon
How many colors have they used in the wall paint
Supportive photos are useful
Be prepared to find new & interesting things that you didn’t know you would. Eg how they deal with that angry customer that suddenly appeared at the desk
OBSERVATION:
PRIMARY RESEARCH

5. OBSERVATION: PRIMARY RESEARCH Why use this method, on this sample?
Why use this method, to obtain the data you are looking for?
OBSERVATION SHEET
1. How many different female customers come in and at what time ..
2. How much of the shop floor is taken up by Product Display Area v Seating Area
Etc etc
5-6pm
6-7pm
7-8pm
OBSERVATION:
PRIMARY RESEARCH

6. EXPERIMENT / CONSUMER PANEL: PRIMARY RESEARCH
Why use this method, on this sample?
Why use this method, to obtain the data you are looking for?
Things to consider
Who are the sample on whom the Experiment is being carried out?
Do they know the product?
Are they the target market?
What is it exactly you hope to learn from the experiment?
How to you hope to gather the data?
Observation / conversation?
What are the conditions under which the data is gathered?
EXPERIMENT /
CONSUMER PANEL:
PRIMARY RESEARCH

7. FOCUS GROUPS: PRIMARY RESEARCH Why use this method, on this sample?
Why use this method, to obtain the data you are looking for?
Things to consider
VERY SIMILAIR TO CONSUMER PANEL – REALLY THE KEY DIFFERENC E
IS FOCUS GROUPS WILL…
[1] DEFINITELY INVOVLE A DISCUSSION
[2] POSSIBLY INVOVLE CONSUMPTION OF THE PRODUCT
FOCUS GROUPS:
PRIMARY RESEARCH

8. IMPERFECT DATA IS FINE – AS LONG AS YOU ACKNOWLEDGE THE IMPERFECTIONS – AND EXPLAIN HOW YOU TRIED TO MINIMISE THEM
THE EXAMINERS ARE LOOKING FOR A BIT OF CREATIVITY IN THE RESEARCH PROCESS

10. LEADING CONFUSING STRATEGY POOR SAMPLE LIMITING
If my research indicates “60% of the market will buy this product”
& then, after launch, only 40% of the market actually does, my research was unreliable.
FIVE main causes of unreliable data…
LEADING
Possible in both questionnaires and interviews
CONFUSING
Interviewees – due to embarrassment or time concerns – might respond randomly rather than seek clarification
STRATEGY
Their answer reflect a hoped-for outcome, rather than their honest opinion
POOR SAMPLE
Those that respond to the research do not accurately represent those that will consume the product
LIMITING
Non of the option available accurately reflect their opinion

12. Bad research is EASY to do.
Be thoughtful.
Plan and prepare.
Bad research is EASY to do.