PRIMARY MARKET RESEARCH

Primary market research involves collecting and analyzing original data to

address current research needs. It provides more tailored information than

secondary research.

Trade Shows and Trade Missions

Trade shows: Exhibitions where industry members showcase

products, study rivals, identify trends and opportunities. Useful for

obtaining market info firsthand.

Trade missions: Government-sponsored international trips to

explore business opportunities. Provide access to key contacts and

officials.

Interviews and Focus Groups

Interviews: Can assess buyers' attitudes and beliefs not captured

in industry data. But responses may be intentionally vague or

misleading in some cultures.

Focus groups: Moderator-led small group interviews. Uncover

group attitudes, perceptions. Work best with native moderators

familiar with local verbal and nonverbal language.

Surveys and Environmental Scanning

Surveys: Questionnaires to collect facts, opinions, attitudes from

buyers. Allow large data collection. Questions must be carefully

translated.

Environmental scanning: Ongoing gathering and analysis of

business environment info. Keeps companies aware of opportunities

and threats.

Issues with Primary Research

Must adapt techniques to unique local conditions and culture

Language barriers can require interpreters, risks misinterpreting

responses

Illiteracy may rule out written surveys

Hiring local agencies can mitigate issues due to better

understanding of culture