Tools and Techniques	Desk Research (Secondary Research)	Research Surveys (Primary Research)	Discussion Groups (Focus Groups)
What is it?	Information gathering from published sources. Nowadays the internet is a great source of useful information in addition to the array of published sources including information from the Government, trade associations, professional institutes and specialist research companies.	Also known as field research it involves going out into the ‘field’ to gather empirical data. Data is normally gathered using telephone, postal of face-to-face questionnaires. More and more businesses are now also using e-surveys to generate immediate survey results.	Usually a group of 8 – 10 people called together to discuss a particular topic. A facilitator will sit on with the group and often with the aid of visuals (sometime including video) stimulate discussion amongst the group members.
When is it used?	To provide background data and information and fulfil requirements such as: a market size and structure analysis, competitor reviews, reviews of economic trends, consumer spending patterns or social and economic trends. Often used to define the scope and approach for any bespoke research survey.	When original first hand data is needed. Can be used for measuring customer satisfaction, exploring attitudes and opinions and gauging the potential size of a market for a new product. Statistical modelling techniques are used to draw conclusions and show patterns to help in decision-making.	Often used at the beginning of a research process to help define the areas to be explored in more detail through research surveys. Frequently used to test advertising and design ideas before they are launched on the public
Advantages	Cheap and relatively easy to get hold of	Robust and believable. Straight from the customer/market’s mouth.	Useful in getting first hand feedback. A skilled facilitator can draw out new issues from a group which may not be explored in one to one interviews
Drawbacks	Can be time consuming, especially for the inexperienced. Rarely provides a complete picture. You must be aware of why the information you are using as your source material was produced – were there any ulterior motives or could there be any bias?	Time consuming and costly. You really need to understand research techniques in some depth before attempting survey research without professional help.	A poor facilitator will lead the discussion and bias results – use a professional. Small sample size means care is needed when drawing conclusions.

 

Tools and Techniques	Omnibus Surveys	Observation	Mystery Shopping
What is it?	A piece of research, normally taking a representative sample of the population and surveying them on a regular basis – which you can buy into at any time.	As it suggests, observation of behaviour	Acting as a customer customer/prospect to observe the behaviour of a company.
When is it used?	So for example if you want to find out what proportion of the sample use your product and the frequency with which they buy you may prefer to buy a couple of questions on an Omnibus survey rather than commissioning your own research	Often used in the retail environment – a stock audit is a type of observation research, also used in social planning (traffic counts, out-patient waiting time audits) and now increasingly by electronic means – Big Brother always strikes as a piece of observation research.	Many large organisations (especially in the leisure and hospitality sectors) regularly use mystery shopping to check the quality of service and product being delivered.
Advantages	Provides robust data. Can be a cost effective alternative to commissioning a complete survey.	It’s real – you can’t always trust what people tell you they do or would do in given circumstances but watching them shows you.	Very real. Can act on results quickly.
Drawbacks	Not reliable for attitudinal type research due to the range of subject areas normally covered on any one survey	Although it shows what people do it gives little insight into why they behave in the way they do. People who are observed may behave against their norm.	Can be seen as ‘spying’ by staff, must therefore be carefully positioned and explained and should not be used as a method of tripping staff up.

 

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