Primary vs. Secondary ResearchWhen conducting research, when is it better to use primary research over secondary research and vice versa? Both research techniques are viable and beneficial. They each have a purpose and can be used as a marketing research model when conducting research. Both techniques come with tools that can be used to guide a researcher through the research process. If these tools are followed correctly, the research process can be smooth and very efficient. Additionally, market research can help a researcher make accurate decisions and improve their chances of success. This article will explain the difference between research tools used in primary and secondary research. It will also describe the differences between primary and secondary research when using qualitative and quantitative approaches. Additionally, it will indicate which tools are used for each approach and why. Primary Research Tools Primary marketing research is tailored to the specific needs of a business. It is carried out by an individual or by an outsourced research firm. It collects information directly from the source. “Primary sources of information are the information you gather directly from the source. Gathering this information takes more time, but it ensures that you have directly relevant and timely information” (Karen Paiyo). There are various research tools used when conducting primary research. These tools include interviews, focus groups, surveys and observations. Each can be extremely effective. Interviews (one-on-one conversations with potential buyers) are excellent for testing research hypotheses. They provide great insight into a product or service. Focus groups (meeting of groups consisting of...... middle of paper...... primary research that brings together large amounts of information. Quantitative research is a derivative of secondary research and is associated with collection of data, such as in number, height, weight, etc. For either search to be effective, the appropriate search tool must be used in its appropriate context. Otherwise, the search s. will prove less adequate Works Cited Paiyo, K. (2010) . Market Research – Finding Information for Your Small Business Retrieved from http://ezinearticles.com/?Market-Research---Sourcing-Information-for. -Your-Small-Business&id=5595338Pope, C., Ziebland, S., Mays, N. (2000). Qualitative Data Analysis. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/. PMC1117368/Hopkins, W. (2008). Retrieved from http://www.sportsci.org/jour/0001/wghdesign.html..