{"id":53483,"date":"2026-04-03T11:43:10","date_gmt":"2026-04-03T11:43:10","guid":{"rendered":"https:\/\/certifeka-edu.com\/programs\/strategic-planning-module-2\/lessons\/lesson-3-primary-market-research-5-2\/"},"modified":"2026-04-03T11:43:10","modified_gmt":"2026-04-03T11:43:10","slug":"lesson-3-primary-market-research-5-2","status":"publish","type":"lesson","link":"https:\/\/certifeka-edu.com\/ar\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-3-primary-market-research-5-2\/","title":{"rendered":"Lesson 3: Primary Market Research"},"content":{"rendered":"<p><img decoding=\"async\" width=\"96\" height=\"114\" src=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png\" alt=\"\" srcset=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png 96w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1-10x12.png 10w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1-42x50.png 42w\" sizes=\"(max-width: 96px) 100vw, 96px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h2>Lesson 3: Micro Environmental scanning<\/h2>\n<h3 style=\"text-align: center;\">Primary Market Research<\/h3>\n<h5>Primary market research Definition It is a process, where organisations or businesses get in touch with the end consumers or employ a third party to carry out relevant studies to collect data.<\/h5>\n<h5>It is a combination of both Qualitative and Quantitative Research<\/h5>\n<h5>The data collected can be qualitative data (non-numerical data) or quantitative data (numerical or statistical data).<\/h5>\n<h5>While conducting primary market research, one can gather two types of information: Exploratory and Specific.<\/h5>\n<h5>Exploratory research is open-ended, where a problem is explored by asking open-ended questions in a detailed interview format usually with a small group of people also known as a sample.<\/h5>\n<h5>Here the sample size is restricted to 6-10 members.<\/h5>\n<h5>Specific research, on the other hand, is more pinpointed and is used to solve the problems that are identified by exploratory research.<\/h5>\n<h5>The information obtained from conducting market research can be used to tailor marketing\/ advertising activities or to determine what are the feature priorities\/service requirement (if any) of consumers.<\/h5>\n<h5>Qualitative market research study involves semi-structured or unstructured data collected through some of the commonly used qualitative research methods like:<\/h5>\n<details id=\"e-n-accordion-item-1840\" open>\n<summary data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"e-n-accordion-item-1840\" >\n\t\t\t\t\t Focus groups<br \/>\n\t\t\t<svg aria-hidden=\"true\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><br \/>\n\t\t\t<svg aria-hidden=\"true\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><br \/>\n\t\t\t\t\t\t<\/summary>\n<h5>Focus group is one of the commonly used qualitative research methods. Focus group is a small group of people (6-10) who typically respond to online surveys sent to them.\u00a0<\/h5>\n<h5>The best part about focus group is the information can be collected remotely, can be done without personally interacting with the group members. However, this is a more expensive method as it is used to collect complex information.<\/h5>\n<\/details>\n<details id=\"e-n-accordion-item-1841\" >\n<summary data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1841\" >\n\t\t\t\t\t One-to-one interview<br \/>\n\t\t\t<svg aria-hidden=\"true\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><br \/>\n\t\t\t<svg aria-hidden=\"true\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><br \/>\n\t\t\t\t\t\t<\/summary>\n<h5>As the name suggests this method involves personal interaction in the form of an interview, where the researcher asks a series of questions to collect information or data from the respondents.\u00a0<\/h5>\n<h5>The questions are mostly open ended questions and asked in a way to facilitate responses.\u00a0<\/h5>\n<h5>This method is heavily dependent on the ability and experience of the interviewer to ask questions that evoke responses.<\/h5>\n<\/details>\n<details id=\"e-n-accordion-item-1842\" >\n<summary data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1842\" >\n\t\t\t\t\t Ethnographic research<br \/>\n\t\t\t<svg aria-hidden=\"true\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><br \/>\n\t\t\t<svg aria-hidden=\"true\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><br \/>\n\t\t\t\t\t\t<\/summary>\n<h5>This type of in-depth research is conducted in the natural settings of the respondents.\u00a0<\/h5>\n<h5>This method requires the interviewer to adapt himself\/herself to the natural environment of the respondents which could be a city or a remote village.\u00a0<\/h5>\n<h5>Geographical constraints can be a hindering factor in conducting this kind of research.\u00a0<\/h5>\n<h5>Ethnographic research can last from a few days to a few years.<\/h5>\n<\/details>\n<h5>Focus group is one of the commonly used qualitative research methods. Focus group is a small group of people (6-10) who typically respond to online surveys sent to them.\u00a0<\/h5>\n<h5>The best part about focus group is the information can be collected remotely, can be done without personally interacting with the group members. However, this is a more expensive method as it is used to collect complex information.<\/h5>\n<h5>As the name suggests this method involves personal interaction in the form of an interview, where the researcher asks a series of questions to collect information or data from the respondents.\u00a0<\/h5>\n<h5>The questions are mostly open ended questions and asked in a way to facilitate responses.\u00a0<\/h5>\n<h5>This method is heavily dependent on the ability and experience of the interviewer to ask questions that evoke responses.<\/h5>\n<h5>This type of in-depth research is conducted in the natural settings of the respondents.\u00a0<\/h5>\n<h5>This method requires the interviewer to adapt himself\/herself to the natural environment of the respondents which could be a city or a remote village.\u00a0<\/h5>\n<h5>Geographical constraints can be a hindering factor in conducting this kind of research.\u00a0<\/h5>\n<h5>Ethnographic research can last from a few days to a few years.<\/h5>\n<h5>Qualitative research methods are used by organisations to conducted structured market research by using online surveys, questionnaires and polls to gain statistical insights to make informed decisions.<\/h5>\n<h5>This method was once conducted using pen and paper.\u00a0<\/h5>\n<h5>This has now evolved to sending structured online surveys to the respondents to gain actionable insights.<\/h5>\n<h5>Researchers tend to use modern and technology-oriented survey platforms to structure and design their survey to evoke maximum response from respondents.<\/h5>\n<h5>Through a well-structured mechanism, data is easily collected and reported and necessary action can be taken with all the information that is made available first hand.<\/h5>","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-53483","lesson","type-lesson","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lesson 3: Primary Market Research - Certifeka-edu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/certifeka-edu.com\/ar\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-3-primary-market-research-5-2\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 3: Primary Market Research - Certifeka-edu\" \/>\n<meta property=\"og:description\" content=\"Lesson 3: Micro Environmental scanning Primary Market Research Primary market research Definition It is a process, where organisations or businesses get in touch with the end consumers or employ a third party to carry out relevant studies to collect data. 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