Conducting Market Research for International Business

Chapter 4

Customized Research Using Primary Data

As the search for knowledge and information progresses, the researcher eventually begins to ask highly specific research questions that cannot be addressed using secondary data. At this stage, the researcher should seek primary data. Here, research evolves from addressing general questions, such as “What markets should we target with our product?” to specific questions, such as “What are the specific habits of consumers who are likely to buy and use our product?” Secondary data are insufficient to answer specialized questions, and thus the firm begins to collect primary data. At this stage, the researcher initiates a customized, original research effort that seeks answers from designated respondents. ...