Question

Describe the difference between primary and secondary marketing research. Give two examples of each.

please answer the question from essentials of healthcare marketing book 4th edition

Answer 1

To explain this I will take example of health campaign .

First I will discuss primary research. This involve collection of data , which is primary in nature.

Collection of Data will be done via questionnaire . We will use likert scale to collect inputs or rating. Question will be based on questions related to personal habit, nature of cold, any specific reason of catching cold. Like , eating cold food or drink, roaming in a winter night or working with peers who already caught cold. After getting the data we will make an excel file with the data and use factor analysis to get the major reason of spread of cold in the campus.

Then we will design the health campaign , which will be based on the reasons that we derived using our analysis. We will suggest innovative ways to be safe from the potential threat or reason by which cold can be spread in the campus.

In secondary research we get data or search data which is secondary in nature, that mean data can be collected from any valid source like internet , business magazine etc.

This data can be used to do any descriptive analysis to make out current market situation , the demand in the market and trend we should focus for making the health campaign.

Marketing research- Market research is an exploratory analysis of target market or customers by using information, conducting survey, research or analysing primary and secondary data. Main aim of marketing research is to understand the target market and their need and want.

Three major benefits of marketing research to managers are-

1. Market research is done before the introduction of the product, to understand the target group, customer want , relevant price and fix the promotion strategy.
2. It used to understand the present market, to know the competitors and aware about the forces in the environment. It is mainly done before introduction of the product.
3. Market research give the feasible market which help us to make a perfect plan which lead to maximum profit for the business.