Marketing Research Tools Essay
Primary and Secondary Research Tools
When a company conducts …show more content…
Companies also use other forms of primary research such as mail surveys (Aaker, Kumar, & Day, p. 254, 2007). Mail surveys are questionnaires that are mailed to potential customers and then are returned through the mail back to the company. This process can be very time consuming and expensive because of postage costs, incentives for the participant to mail back the survey, and surveys could be lost in the mail or ignored by the participant.
Secondary research is data that has already been previously gathered by someone outside the company, and is generally gathered first by researchers to guide the direction of their primary research (Burns & Bush, p. 146, 2006). This type of research is very inexpensive to conduct. One form of secondary research is gathering internal secondary data (Burns & Bush, p. 148, 2006). This type of data is collected from with inside the company and is used to review information on customers, sales, suppliers, past inventory, and other aspects of the company in the past. Another form of secondary research is the use of online information databases (Burns & Bush, p. 150, 2006). This marketing research tool involves many sources of information presented by search engines on the Internet. Companies