Module 4: Types of market research
Learning Objectives
In Module 4, students will learn how to:
- Identify primary research as the gathering of new data tailored for specific products or hypotheses.
- Classify primary research methods such as surveys and focus groups.
- Define secondary research as the utilization of existing published data sources for information.
- Evaluate the credibility and reliability of secondary research sources.
- Differentiate between qualitative and quantitative data, and the advantages and disadvantages of both.
