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Business: Doing Primary Research

Your comprehensive station for UCI's business research content and beyond!


What's primary vs. secondary research?  Let's use cake as an analogy for information.

You need a cake. 
You go to a grocery store and get a pre-packaged, one-layer, chocolate cake, with white frosting.  
That's secondary research; someone else worked to produce and package the info.  
Is it easy and fast?  Yes.  Is it customized?  Nope.

What if the grocery store cake doesn't meets your needs? 
What if you need a three-layer, vanilla cake, with a fruit filling and yellow frosting?  
You must make the cake from scratch, or pay someone to make it to your specifications.  
Gathering and analyzing info 'from scratch' is primary research. 

Doing Primary Research


Provided by UCI's Office of Information Technology (OIT).   A sophisticated survey solution available at no cost for current UCI faculty, staff, and students.  With Qualtrics, people can easily create, manage, and share surveys, collect, analyze, and export data, and produce reports. 


Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research [eBook]
Explains how to plan, structure and compose the right questionnaire for the research you are undertaking.  Copyright 2018. 


The Handbook of Market Research for Life Science Companies [eBook]
(Don't let the title fool you!  This book is helpful for ALL industries, not just life sciences.)Tips, models and tools entrepreneurs can use to collect, interpret and present their market and integrate it into their business plan. Copyright 2017.


Market Research in Practice: How to Get Greater Insight From Your Market [eBook]
Introduction to market research tools, approaches and issues. Offering a clear, step-by-step guide to the whole process.  Copyright 2013. 


Marketing Analytics : A Practical Guide to Real Marketing Science [eBook]
Introduces concepts relating to statistics, marketing strategy and consumer behavior and then works through a series of marketing problems in a straightforward, jargon-free way.  Copyright 2015. 


Encyclopedia of Research Design [eBook]
Covers the spectrum of research design strategies, from material presented in introductory classes to topics necessary in graduate research.  Provides summaries of advantages and disadvantages of often-used strategies.  Uses hundreds of sample tables, figures, and equations based on real-life cases. Copyright 2010. 


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