Primary research - information gathering techniques
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The need for accuracy will probably play a large part in deciding which method to use, as well as time, cost, the data required and the personnel available to gather the information. Primary research gathering tends to be time consuming, but as most researchers will say - "you get what you pay for." In deciding the nature of the research, the marketing team will need to address is whether the benefit of research outweighs the cost or vice versa. This will be influenced by some of the questions posed below. Follow each question link to see more detail.