Primary research is original information gathered through a user's (e.g., local government's) own efforts (or its authorized research company) to respond to a specific question or set of questions. This information is normally gathered through surveys, observation, or experimentation.
The following are examples of questions that can be addressed through primary research:
(i) Who are the PPP's expected customers and how can the proposed enterprise reach them?
• Customer profiles
• Prospective business locations
• Marketing strategies
(ii) Which products and services do these buyers need or want?
(iii) What factors influence the buying decisions of these customers?
(iv) Price, service, convenience, branding, etc.
(v) What prices should the organization set for the products and services?
• Customer expectations
(vi) Who are the likely competitors, how do they operate, and what are their strengths and weaknesses?
Primary research can be time consuming and expensive, especially if not performed by the organization. The results also may not be available immediately. Nevertheless, this type of research allows the user to target desired groups (such as its target customers or the geographic market for the PPP enterprise) and tailor its research instrument to answer specific questions. Moreover, if done by the organization itself, it allows cost savings and deeper knowledge and appreciation of the intended market.
Surveys are the most common way to gather primary research. Surveys can be conducted:
(i) through direct mail. Direct mail is handed out in the place of business or mailed out (with survey forms returned in person or via mail) and has high effectiveness, but follow-up reminders may be needed.
(ii) over the telephone. This method can be more cost-effective, but may not be an easy way to reach participants compared with direct mail (some individuals do not favor telephone interruptions).
(iii) on the web or via e-mail. This method allows participants to complete the survey on their own time with little effort, and is cost-effective
(iv) in person. In-person surveys can be conducted through personal interviews or focused group discussions. They can be flexible because the interviewers can ask follow-up questions or change the focus of the survey immediately, but they may be tedious or time consuming to invite participants.
When designing a research questionnaire, the organization should follow these tips:
(i) Keep it short and simple.
(ii) Ensure it is visually appealing and easy to read.
(iii) Organize the questions so they move from general questions to more specific questions.
(iv) Ensure questions are brief and easily understood.
(v) Avoid leading questions, questions with ambiguous words, and questions that are too difficult to answer.
(vi) Ensure that the response scales to be used are logical with categories that are mutually exclusive.
(vii) Pre-test the questionnaire to identify potential problems.
The internet is a good resource for sample questionnaire questions that can be customized to suit the organization's particular research needs. There are also firms that can create and conduct surveys online.
Some organizations are reluctant to ask their customers to complete a questionnaire because of inconvenience. This can be addressed by offering respondents token incentives such as hospital vouchers for specific services or small gifts.
Credible information on prospective buyers can often be obtained without engaging them directly. Interviewing the organization's employees can provide excellent insights, as they are in constant contact with the prospective buyers and can provide information such as
(i) customer profiles,
(ii) goods and services that customers demand,
(iii) satisfaction with price levels and quality of service, and
(iv) experiences with competitors in the locality.