Primary research vs. secondaryWhen conducting research, when is it appropriate to use primary versus secondary research and vice versa? Both search techniques are viable and beneficial. Each of them has a purpose and can be used as a marketing research model when conducting research. Both techniques come with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the search process can be smooth and quite effective. Furthermore, market research can help a researcher make accurate decisions and increase the chances of success. This article will explain the difference between research tools used in primary and secondary research. It will also illustrate the differences in primary and secondary research when using qualitative and quantitative approaches. Additionally, it will indicate which tools are used for each approach and why. Primary Research Tools Primary marketing research is tailored to a company's particular needs. It is conducted by an individual or an outsourced research firm. Gathers information directly from the source. “Primary sources of information are information gathered directly from the source. Gathering this information takes longer, but ensures you have directly relevant and timely information” (Karen Paiyo). There are various research tools used when conducting primary research. These tools include interviews, focus groups, surveys, and observations. Each can be extremely effective. Interviews (one-on-one conversations with potential buyers) are excellent for testing research hypotheses. They provide great information about a product or service. Focus groups (group meetings consisting of... half of the document... primary research that collects large amounts of information. Quantitative research is a derivative of secondary research and is associated with the collection of data, as in numbers, height, weight , etc. For both research to be effective, the appropriate research tool must be used in the right context. Otherwise, the research will prove to be less adequate for your small business Ezinearticles.com Retrieved from http://ezinearticles.com/?Market-Research---Sourcing-Information-for-Your-Small-Business&id=5595338Pope, C., Ziebland,. N. (2000). Qualitative data analysis. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1117368/Hopkins, W. (2008). .sportsci.org/jour/0001/wghdesign.html