10.8 : 主要数据收集的方法 I

Primary data is data that is collected by the organization that expects to use it.

Depending on the research problem, primary data collection can utilize Qualitative, Quantitative, or a combination of both research methods.

Qualitative research uses non-numerical data collection techniques to gain profound insights into consumer behavior, preferences, attitudes, and perceptions.

It includes surveys, in-depth interviews, focus groups, observations, and content analysis.

Surveys with open-ended questionnaires aim to gather detailed feedback, such as consumer insights about electric cars.

In-depth interviews include one-on-one interactions between a researcher and a participant, yielding deeper insights such as consumer motivations for buying electric cars.

Focus groups are small group discussions led by a moderator that allow for the collection of consumer opinions on a new advertising campaign.

Observational research includes directly watching consumers in real-life settings, like studying customer behavior in a car showroom to understand their product preferences and interactions.

Content analysis systematically examines textual or visual content, like social media posts, product reviews, and user group comments about a new electric car.