Primary research refers to the process of collecting data directly for the specific purpose at hand. This type of research is tailored to meet the unique needs of the researcher and can include methods such as:
Focus groups: Small, diverse groups of people whose reactions are studied to gauge the response to a particular product, service, or concept.
Surveys: Structured questionnaires designed to gather specific information from a targeted audience.
Primary research is essential for obtaining relevant and up-to-date data that addresses specific research questions directly. Reference: "Marketing Research Essentials" by Carl McDaniel and Roger Gates provides an in-depth look at primary research methodologies.
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