Primary research involves collecting data firsthand for specific research purposes. Examples of primary research include:

I. Customer visits done by the product team to better understand customer needs: This is a direct method where product team members interact with customers to gather specific insights and feedback.

IV. Field testing of the product by the product team prior to product launch: This involves testing the product in real-world conditions to gather firsthand data on its performance and user experience.

Focus groups and concept testing outsourced to external firms (II and III) involve other teams or third-party entities conducting the research, which can be categorized as primary research, but since they are done by others or outsourced, they do not fit the scenario of primary research conducted directly by the product team itself.

References:

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.

Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (6th ed.). Pearson Education.