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Types of Research

Research can be classified as primary or secondary. Primary research is new research either conducted in-house or contracted from companies specializing in the discipline. Studies may be qualitative or quantitative, and methodologies vary depending on the nature of the research. Qualitative research is usually conducted in small groups or individually because the intention is to probe for opinions and reactions. Quantitative research requires large sample sizes to validate the findings and usually presents results with some degree of numerical certainty.

Secondary research may be purchased from agencies, consultants, or other research providers. It is also available by contracting on an annual basis with any number of data firms. General or specific information is available on your competitors or customers both locally and globally.


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