Merits and Demerits of Primary and Secondary Research Tools - Essay Example

?running head: Primary And Secondary Research Tools Primary & Secondary Research Tools Submitted [Pick the Appropriate selection of research methodologies is one of the fundamental questions that researchers have to face while performing a study. Followed by selection of research approach is the selection of type of data required to be used and its sources accordingly. Research areas that have not been explored yet nor have a current research present require gathering of primary data which means retrieval of data from first-hand sources. On the other hand, research areas having ample and reliable data available require use of information extracted from secondary sources. According to nature of sources and research methodology, different tools are selected and used by researchers. All these tools have their own use, advantages and disadvantages. Therefore, it is important for researchers to ensure that research tools are selected that are suitable for the nature of research approach i.e. primary and secondary and research methodologies i.e. quantitative and qualitative. Primary research itself consists of data collection from original resources. Primary research can employ qualitative and quantitative research methodologies and there are various tools that can be used for this research approach. Usual tools used for this research includes surveys, interviews, direct observations, experimentations, and focus groups. These tools help in collecting data that is specific to the needs of researcher. Furthermore, researchers can levy necessary controls on the research process to maintain the integrity of data collected and using it appropriately for the purpose of research (Baker, 2012). Hence, it is possible for researchers to ensure that data collected is valid and trustworthy along with being authentic and reliable. These research tools are usually time and cost consuming however due to direct relevance to the research purpose, it is preferred for areas of research that have not been explored earlier or to corroborate with existing studies (Onkvisit & Shaw, 2008). As far as secondary research is concerned, it is use of data that is already available from existing sources. The tools available for secondary research include information available on the internet, market research conducted by government and individual market research firms, data available on firms’ websites and stock exchange, information from public and private agencies, personal records and published print sources (peer-reviewed papers, books and journals) (Baker, 2012). While using secondary data, it is important to ensure that the data is appropriate for the purpose of research. Relevance of data in terms of time period is another major issue that researchers need to take care of. However, sometimes use of secondary data is beneficial as it is readily available and relatively cheap (as the original research expenses have been already incurred). While performing primary and secondary research, quantitative and qualitative research methodologies can be used depending on the nature of research. While selecting a research methodology, the purpose of research and type of information required for the research is determined which further shapes the nature of research. In quantitative research, the usual tools used for primary research are surveys, financial figures produced by the entities themselves, experiments and numerical readings produced by them, statistical modeling and examination through stratification and segmentation (Onkvisit & Shaw, 2008). These tools help in acquiring first hand information which is reliable, valid and objective yet expensive to acquire. For quantitative research to be performed through secondary sources, the tools used can be numeric modeling and statistical analysis. These tools are used to perform correlational analysis of data already available through print and electronic sources. Example of it can be examination of industry performance by performing statistical examination of market leaders’ financial statements in a selected industry. Such statistical tools and numeric examination help in deriving themes underlying quantitative data. Furthermore, the secondary sources itself do not give desired information according to purpose of the research. Therefore, the research uses secondary data and examines it with suitable tools. Lastly, these tools are more appropriate when comparative analysis of different segments is required to be performed or information extracted from different sources is required to be verified. For qualitative research approach, there are various tools present that can include use of primary and secondary data. Primary research tools available for qualitative research are direct observation, interviews, focus groups and community groups’ discussions (Assessment Capacities Project, 2012). These tools do not in employ rigorous numeric examination or data crunching. Instead of that, it allows researchers to examine information gathered and examine it in the light of established theories for examination of underlying themes. Direct observation and focus groups discussion help in examining the behavior and perception of participants in its natural settings. Data gathered through these tools is often used in studies involving comparison of different segments. On the other hand, interviews help in retrieving information about individuals’ perspectives. Data gathered from multiple individuals belonging to same segments helps in determining a common perspective of a particular demographic segment (Assessment Capacities Project, 2012). Focus group i.e. groups with same characteristics, is used for gathering information that enables researchers to understand the behavior of a particular group in specific settings. Qualitative research usually does not use sampling techniques and is relatively flexible in nature. For secondary research by using qualitative research methodology, data from printed and electronic sources is used. Such tools do not involve numeric data manipulation and examination. However, such tools are appropriate to corroborate existing information retrieved from various sources and derive a unanimous theme with the help of established theories and academic concepts (Onkvisit & Shaw, 2008). Qualitative and quantitative research methodologies have their own merits and demerits. However, it is important that researchers select appropriate methodology according to purpose and nature of the research. Selection of appropriate research methodology also involves decision making whether a primary research is required to be performed or is there enough research available on the subject matter i.e. secondary research approach. Primary and secondary research approach employs different tools dependent on the nature of research i.e. qualitative and quantitative. While performing research, it is important that such tools are selected that helps in valid, reliable and objective information gathering and data mining. Inappropriate application of tools can compromise the quality of research which would not only cause wastage of resources but would also cause harm to goodwill of the researchers. References Assessment Capacities Project-ACAPS. (2012). Qualitative and Quantitative Research Techniques for Humanitarian Needs Assessment, Retrieved from https://www.google.com.pk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=6&cad=rja&ved=0CFYQFjAF&url=http%3A%2F%2Fwww.parkdatabase.org%2Fdocuments%2Fdownload%2Fqualitative_and_quantitative_research_techniques.pdf&ei=1fy-UcuWF6iO4ATKpYCQBw&usg=AFQjCNHpI6LA9CbBdwR0ncwfOUZbjf1HyA&sig2=_lYjZ-Lohu_-ExBLsutrPA&bvm=bv.47883778,d.bGE Baker, M. (2012). The Marketing Book. Routledge. Onkvisit, S., & Shaw, J. (2008). International Marketing: Strategy and Theory. Routledge. Read More