Marketing Research ToolsThere are several primary and secondary marketing research tools. Each primary and secondary tool has a specific purpose, advantages and disadvantages. There are different ways to approach qualitative and quantitative research techniques within marketing research strategies. Primary Research Collecting new marketing research data is called primary research and includes interviews and surveys (Muhmin, 2009). Interviews and surveys can be conducted in person via email or online. Primary marketing research tools are used to collect new data for a specific reason. Once a specific marketing target area is chosen, key research techniques will be used to collect original data. Once the data is collected, it will be organized and used in the marketing research strategy. Primary marketing research will provide a company with current information used to produce a product or service provided to customers. Primary research is an important tool, but it can be extremely expensive. Companies must therefore determine which cost will benefit them. Often, primary research will be used alongside secondary research in the marketing strategy plan. Secondary Research Secondary research is a collection of research papers and data sets that have been researched through other sources (Muhmin, 2009). This information can be found on the Internet, on company web pages, in news articles, from county and city auditors, and from other various sources. When searching for secondary research on energy resources, geographic population, education, economics, crime statistics or ethnic issues, Internet search engines will provide countless resources. Since internet searches are free and the majority...... middle of paper...... often more expensive, but when a business needs specific information on a specific item, it may be his only choice. Secondary data is data collected from sources that have already conducted and funded the research. Often this research is not as specific as necessary, but the cost benefits may outweigh the need for a more specific research process. Generally, the cost of secondary research is only the time required to locate and verify research from various sources, for example the Internet, journals, library resources or academic research articles. Works Cited Abdul-Muhmin, A. (2009, April 2). Marketing research. Retrieved from http://opencourseware.kfupm.edu.sa/colleges/cim/mktmgt/mkt345/files2-Lectures_Ch_01_Intro_to_Marketing_Research.pptBull, N. (2010, March 4). Carrying out market studies. Retrieved from http://ohioline.osu.edu/cd-fact/1252.html