Types of market research
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Primary market research
Primary market research involves the initial collection of data obtained, for example, through surveys, through observations, through panel research or through experiments and tests.
There are two forms of primary market research:
On the one hand, there is quantitative market research, in which data is collected via large and representative samples, for example through (online) surveys, personal, written or telephone interviews. The aim of this form of survey is to collect measurable values for the creation of a statistical evaluation.
Secondly, there is qualitative market research, which is used for a small, non-representative target group. Interviews, group discussions or psychological test procedures are used to gain deeper insights. The resulting results are interpreted in terms of the context to be investigated.
Secondary market research
Secondary market research makes use of data that has already been collected, which is processed and interpreted for its own object of investigation and used, for example, for trend analyses, studies or for internal company purposes.
Demoscopic market research
Another form of market research is demoscopic market research , in which human behavior is investigated as the cause of market conditions. Sociological, psychological and socio-psychological viewpoints are used for the research.
Ecoscopic market research
Ecoscopic market research involves researching objective market facts such as market size, market potential, market volume, market share and market growth.
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