Primary Research Methods: Conducting Surveys

Conducting surveys is a primary research method that allows you to learn what a group of individuals feel or think about something you are researching or gives you a way to obtain participant reports of behavior. Before you can start developing survey questions, you must put some thought both into the methodology that drives your surveying and the focus, number and type of questions you intend to ask.

Catalog/Historical Primary Research Methods

The questions are the backbone of conducting surveys, so it is vital you put much thought into developing your questions when using this primary research method. There are three things you need to consider:


Lesson 6 - Primary Research Methods 2

You may choose to use primary research methods once you have conducted secondary research to determine what information already exists.

Primary Market Research Method #3 – Interviews
Like focus groups, individual interviews are a qualitative market research method. To simplify things, think of individual interviews as focus groups with only one participant and one moderator (interviewer). There is a wide spectrum of interviewing formats, depending on the goal of the interview. Interviews can be free flowing conversations that are loosely constrained to a general topic of interest, or they might be highly structured, with very specific questions and/or activities (e.g. projective techniques such as word association, fill in the blank, etc.) for the subject.