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Primary Research: What It Is, Purpose & Methods + Examples

As we continue exploring the exciting research world, we’ll come across two primary and secondary data approaches. This article will focus on primary research – what it is, how it’s done, and why it’s essential. 

We’ll discuss the methods used to gather first-hand data and examples of how it’s applied in various fields. Get ready to discover how this research can be used to solve research problems , answer questions, and drive innovation.

What is Primary Research: Definition

Primary research is a methodology researchers use to collect data directly rather than depending on data collected from previously done research. Technically, they “own” the data. Primary research is solely carried out to address a certain problem, which requires in-depth analysis .

There are two forms of research:

• Primary Research
• Secondary Research

Businesses or organizations can conduct primary research or employ a third party to conduct research. One major advantage of primary research is this type of research is “pinpointed.” Research only focuses on a specific issue or problem and on obtaining related solutions.

For example, a brand is about to launch a new mobile phone model and wants to research the looks and features they will soon introduce. 

Organizations can select a qualified sample of respondents closely resembling the population and conduct primary research with them to know their opinions. Based on this research, the brand can now think of probable solutions to make necessary changes in the looks and features of the mobile phone.

Primary Research Methods with Examples

In this technology-driven world, meaningful data is more valuable than gold. Organizations or businesses need highly validated data to make informed decisions. This is the very reason why many companies are proactive in gathering their own data so that the authenticity of data is maintained and they get first-hand data without any alterations.

Here are some of the primary research methods organizations or businesses use to collect data:

1. Interviews (telephonic or face-to-face)

Conducting interviews is a qualitative research method to collect data and has been a popular method for ages. These interviews can be conducted in person (face-to-face) or over the telephone. Interviews are an open-ended method that involves dialogues or interaction between the interviewer (researcher) and the interviewee (respondent).

Conducting a face-to-face interview method is said to generate a better response from respondents as it is a more personal approach. However, the success of face-to-face interviews depends heavily on the researcher’s ability to ask questions and his/her experience related to conducting such interviews in the past. The types of questions that are used in this type of research are mostly open-ended questions . These questions help to gain in-depth insights into the opinions and perceptions of respondents.

Personal interviews usually last up to 30 minutes or even longer, depending on the subject of research. If a researcher is running short of time conducting telephonic interviews can also be helpful to collect data.

2. Online surveys

Once conducted with pen and paper, surveys have come a long way since then. Today, most researchers use online surveys to send to respondents to gather information from them. Online surveys are convenient and can be sent by email or can be filled out online. These can be accessed on handheld devices like smartphones, tablets, iPads, and similar devices.

Once a survey is deployed, a certain amount of stipulated time is given to respondents to answer survey questions and send them back to the researcher. In order to get maximum information from respondents, surveys should have a good mix of open-ended questions and close-ended questions . The survey should not be lengthy. Respondents lose interest and tend to leave it half-done.

It is a good practice to reward respondents for successfully filling out surveys for their time and efforts and valuable information. Most organizations or businesses usually give away gift cards from reputed brands that respondents can redeem later.

3. Focus groups

This popular research technique is used to collect data from a small group of people, usually restricted to 6-10. Focus group brings together people who are experts in the subject matter for which research is being conducted.

Focus group has a moderator who stimulates discussions among the members to get greater insights. Organizations and businesses can make use of this method, especially to identify niche markets to learn about a specific group of consumers.

4. Observations

In this primary research method, there is no direct interaction between the researcher and the person/consumer being observed. The researcher observes the reactions of a subject and makes notes.

Trained observers or cameras are used to record reactions. Observations are noted in a predetermined situation. For example, a bakery brand wants to know how people react to its new biscuits, observes notes on consumers’ first reactions, and evaluates collective data to draw inferences .

Primary Research vs Secondary Research – The Differences

Primary and secondary research are two distinct approaches to gathering information, each with its own characteristics and advantages. 

While primary research involves conducting surveys to gather firsthand data from potential customers, secondary market research is utilized to analyze existing industry reports and competitor data, providing valuable context and benchmarks for the survey findings.

Find out more details about the differences: 

1. Definition

• Primary Research: Involves the direct collection of original data specifically for the research project at hand. Examples include surveys, interviews, observations, and experiments.
• Secondary Research: Involves analyzing and interpreting existing data, literature, or information. This can include sources like books, articles, databases, and reports.

2. Data Source

• Primary Research: Data is collected directly from individuals, experiments, or observations.
• Secondary Research: Data is gathered from already existing sources.

3. Time and Cost

• Primary Research: Often time-consuming and can be costly due to the need for designing and implementing research instruments and collecting new data.
• Secondary Research: Generally more time and cost-effective, as it relies on readily available data.

4. Customization

• Primary Research: Provides tailored and specific information, allowing researchers to address unique research questions.
• Secondary Research: Offers information that is pre-existing and may not be as customized to the specific needs of the researcher.
• Primary Research: Researchers have control over the research process, including study design, data collection methods , and participant selection.
• Secondary Research: Limited control, as researchers rely on data collected by others.

6. Originality

• Primary Research: Generates original data that hasn’t been analyzed before.
• Secondary Research: Involves the analysis of data that has been previously collected and analyzed.

7. Relevance and Timeliness

• Primary Research: Often provides more up-to-date and relevant data or information.
• Secondary Research: This may involve data that is outdated, but it can still be valuable for historical context or broad trends.

Advantages of Primary Research

Primary research has several advantages over other research methods, making it an indispensable tool for anyone seeking to understand their target market, improve their products or services, and stay ahead of the competition. So let’s dive in and explore the many benefits of primary research.

• One of the most important advantages is data collected is first-hand and accurate. In other words, there is no dilution of data. Also, this research method can be customized to suit organizations’ or businesses’ personal requirements and needs .
• I t focuses mainly on the problem at hand, which means entire attention is directed to finding probable solutions to a pinpointed subject matter. Primary research allows researchers to go in-depth about a matter and study all foreseeable options.
• Data collected can be controlled. I T gives a means to control how data is collected and used. It’s up to the discretion of businesses or organizations who are collecting data how to best make use of data to get meaningful research insights.
• I t is a time-tested method, therefore, one can rely on the results that are obtained from conducting this type of research.

Disadvantages of Primary Research

While primary research is a powerful tool for gathering unique and firsthand data, it also has its limitations. As we explore the drawbacks, we’ll gain a deeper understanding of when primary research may not be the best option and how to work around its challenges.

• One of the major disadvantages of primary research is it can be quite expensive to conduct. One may be required to spend a huge sum of money depending on the setup or primary research method used. Not all businesses or organizations may be able to spend a considerable amount of money.
• This type of research can be time-consuming. Conducting interviews and sending and receiving online surveys can be quite an exhaustive process and require investing time and patience for the process to work. Moreover, evaluating results and applying the findings to improve a product or service will need additional time.
• Sometimes, just using one primary research method may not be enough. In such cases, the use of more than one method is required, and this might increase both the time required to conduct research and the cost associated with it.

Every research is conducted with a purpose. Primary research is conducted by organizations or businesses to stay informed of the ever-changing market conditions and consumer perception. Excellent customer satisfaction (CSAT) has become a key goal and objective of many organizations.

A customer-centric organization knows the importance of providing exceptional products and services to its customers to increase customer loyalty and decrease customer churn. Organizations collect data and analyze it by conducting primary research to draw highly evaluated results and conclusions. Using this information, organizations are able to make informed decisions based on real data-oriented insights.

QuestionPro is a comprehensive survey platform that can be used to conduct primary research. Users can create custom surveys and distribute them to their target audience , whether it be through email, social media, or a website.

QuestionPro also offers advanced features such as skip logic, branching, and data analysis tools, making collecting and analyzing data easier. With QuestionPro, you can gather valuable insights and make informed decisions based on the results of your primary research. Start today for free!

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Peer Review and Primary Literature: An Introduction: Is it Primary Research? How Do I Know?

• Scholarly Journal vs. Magazine
• Peer Review: What is it?
• Finding Peer-Reviewed Articles
• Primary Journal Literature
• Is it Primary Research? How Do I Know?

Components of a Primary Research Study

As indicated on a previous page, Peer-Reviewed Journals also include non -primary content. Simply limiting your search results in a database to "peer-reviewed" will not retrieve a list of only primary research studies.

Learn to recognize the parts of a primary research study. Terminology will vary slightly from discipline to discipline and from journal to journal.  However, there are common components to most research studies.

When you run a search, find a promising article in your results list and then look at the record for that item (usually by clicking on the title). The full database record for an item usually includes an abstract or summary--sometimes prepared by the journal or database, but often written by the author(s) themselves. This will usually give a clear indication of whether the article is a primary study.  For example, here is a full database record from a search for family violence and support in SocINDEX with Full Text :

Although the abstract often tells the story, you will need to read the article to know for sure. Besides scanning the Abstract or Summary, look for the following components: (I am only capturing small article segments for illustration.)

Look for the words METHOD or METHODOLOGY . The authors should explain how they conducted their research.

NOTE: Different Journals and Disciplines will use different terms to mean similar things. If instead of " Method " or " Methodology " you see a heading that says " Research Design " or " Data Collection ," you have a similar indicator that the scholar-authors have done original research.

Look for the section called RESULTS . This details what the author(s) found out after conducting their research.

Charts , Tables , Graphs , Maps and other displays help to summarize and present the findings of the research.

A Discussion indicates the significance of findings, acknowledges limitations of the research study, and suggests further research.

References , a Bibliography or List of Works Cited indicates a literature review and shows other studies and works that were consulted. USE THIS PART OF THE STUDY! If you find one or two good recent studies, you can identify some important earlier studies simply by going through the bibliographies of those articles.

A FINAL NOTE:  If you are ever unclear about whether a particular article is appropriate to use in your paper, it is best to show that article to your professor and discuss it with them.  The professor is the final judge since they will be assigning your grade.

Subject Guide

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Peer-review and primary research.

• Getting Started With Peer-Reviewed Literature

Primary Research

Identifying a primary research article.

• Finding Peer-Reviewed Journal Articles
• Finding Randomized Controlled Trials (RCTs)
• Evaluating Scholarly Articles
• Google Scholar
• Tips for Reading Journal Articles

STEM Librarian

Primary research or a primary study refers to a research article that is an author’s original research that is almost always published in a peer-reviewed journal. A primary study reports on the details, methods and results of a research study. These articles often have a standard structure of a format called IMRAD, referring to sections of an article: Introduction, Methods, Results and Discussion. Primary research studies will start with a review of the previous literature, however, the rest of the article will focus on the authors’ original research. Literature reviews can be published in peer-reviewed journals, however, they are not primary research.

Primary studies are part of primary sources but should not be mistaken for primary documents. Primary documents are usually original sources such as a letter, a diary, a speech or an autobiography. They are a first person view of an event or a period. Typically, if you are a Humanities major, you will be asked to find primary documents for your paper however, if you are in Social Sciences or the Sciences you are most likely going to be asked to find primary research studies. If you are unsure, ask your professor or a librarian for help.

A primary research or study is an empirical research that is published in peer-reviewed journals. Some ways of recognizing whether an article is a primary research article when searching a database:

1. The abstract includes a research question or a hypothesis,  methods and results.

2. Studies can have tables and charts representing data findings.

3. The article includes a section for "methods” or “methodology” and "results".

4. Discussion section indicates findings and discusses limitations of the research study, and suggests further research.

5. Check the reference section because it will refer you to the studies and works that were consulted. You can use this section to find other studies on that particular topic.

The following are not to be confused with primary research articles:

- Literature reviews

- Meta-analyses or systematic reviews (these studies make conclusions based on research on many other studies)

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Understanding research and critical appraisal

• Introduction
• Secondary research

What is primary research?

Quantitative research study designs, qualitative research study designs, mixed methods research study designs.

• Critical appraisal of research papers
• Useful terminology
• Further reading and helpful resources

Primary research articles provide a report of individual, original research studies, which constitute the majority of articles published in peer-reviewed journals. All primary research studies are conducted according to a specified methodology, which will be partly determined by the aims and objectives of the research.

The following sections offer brief summaries of some of the common quantitative, qualitative, and mixed-methods study designs you may encounter. 

Randomised Controlled Trial

A randomised controlled trial (RCT) is a study where participants are randomly allocated to two or more groups. One group receives the treatment that is being tested by the study (treatment or experimental group), and the other group(s) receive an alternative, which is often the current standard treatment or a placebo (control or comparison group). The nature of the control used should always be specified.

An RCT is a good study choice for determining the effectiveness of an intervention or treatment, or for comparing the relative effectiveness of different interventions or treatments. If well implemented, the randomisation of participants in RCTs should ensure that the groups differ only in their exposure to treatment, and that differences in outcomes between the groups are probably attributable to the treatment being studied.

In crossover randomised controlled trials, participants receive all of the treatments and controls being tested in a random order. This means that participants receive one treatment, the effect of which is measured, and then "cross over" into the other treatment group, where the effect of the second treatment (or control) is measured.

RCTs are generally considered to be the most rigorous experimental study design, as the randomisation of participants helps to minimise confounding and other sources of bias.

Cohort study

A cohort study identifies a group of people and follows them over a period of time to see who develops the outcome of interest to the study. This type of study is normally used to look at the effect of suspected risk factors that cannot be controlled experimentally – for example, the effect of smoking on lung cancer.

Also sometimes called longitudinal studies, cohort studies can be either prospective, that is, exposure factors are identified at the beginning of a study and the study population is followed into the future, or retrospective, that is, medical records for the study population are used to identify past exposure factors.

Cohort studies are useful in answering questions about disease causation or progression, or studying the effects of harmful exposures.

Cohort studies are generally considered to be the most reliable observational study design. They are not as reliable as RCTs, as the study groups may differ in ways other than the variable being studied.

Other problems with cohort studies are that they require a large sample size, are inefficient for rare outcomes, and can take long periods of time.

Case-Control Study

A case-control study compares a group of people with a disease or condition, against a control population without the disease or condition, in order to investigate the causes of particular outcomes. The study looks back at the two groups over time to see which risk factors for the disease or condition they have been exposed to.

Case-control studies can be useful in identifying which risk factors may predict a disease, or how a disease progresses over time. They can be especially useful for investigating the causes of rare outcomes.

Case-control studies can be done quickly, and do not require large groups of subjects. However, their reliance on retrospective data which may be incomplete or unreliable (owing to subject ability to accurately recall information such as the appearance of a symptom) can be a difficulty.

Cross-Sectional Study

A cross-sectional study collects data from the study population at one point in time, and considers the relationships between characteristics. Also  sometimes called surveys or prevalence studies.

Cross-sectional studies are generally used to study the prevalence of a risk factor, disease or outcome in a chosen population.

Because cross-sectional studies do not look at trends or changes over time, they cannot establish cause and effect between exposures and outcomes.

Case Series / Case Reports

A case series is a descriptive study of a group of people, who have either received the same treatment or have the same disease, in order to identify characteristics or outcomes in a particular group of people.

Case series are useful for studying rare diseases or adverse outcomes, for illustrating particular aspects of a condition, identifying treatment approaches, and for generating hypotheses for further study.

A case report provides a study of an individual, rather than a group.

Case series and case reports have no comparative control groups, and are prone to bias and chance association.

Expert opinion

Expert opinion draws upon the clinical experience and recommendations of those with established expertise on a topic.

Grounded theory

Grounded theory studies aim to generate theory in order to explain social processes, interactions or issues. This explanatory theory is grounded in, and generated from, the research participant data collected.

Research data typically takes the form of interviews, observations or documents. Data is analysed as it is collected, and is coded and organised into categories which inform the further collection of data, and the construction of theory. This cycle helps to refine the theory, which evolves as more data is gathered.

Phenomenology

A phenomenological study aims to describe the meaning(s) of the lived experience of a phenomenon. Research participants will have some common experience of the phenomenon under examination, but will differ in their precise individual experience, and in other personal or social characteristics.

Research data is typically in the form of observations, interviews or written records, and its analysis sets out to identify common themes in the participants' experience, while also highlighting variations and unique themes.

Ethnography

Ethnography is the study of a specific culture or cultural group, where the researcher seeks an insider perspective by placing themselves as a participant observer within the group under study.

Data is typically formed of observations, interviews and conversation. Ethnography aims to offer direct insight into the lives and the experiences of the group or the culture under study, examining its beliefs, values, practices and behaviours.

A case study offers a detailed description of the experience of an individual, a family, a community or an organisation, often with the aim of highlighting a particular issue. Research data may include documents, interviews and observations.

Content analysis

Content analysis is used to explore the occurrence, meanings and relationships of words, themes or concepts within a set of textual data. Research data might be drawn from any type of written document(s). Data is coded and categorised, with the aim of revealing and examining the patterns and the intentions of language use within the data set.

Narrative inquiry

A narrative inquiry offers in depth detail of a situation or experience from the perspective of an individual or small groups. Research data usually consists of interviews or recordings, which is presented as a structured, chronological narrative. Narrative inquiry studies often seek to give voice to individuals or populations whose perspective is less well established, or not commonly sought.

Action research

Action research is a form of research, commonly used with groups, where the participants take a more active, collaborative role in producing the research. Studies incorporate the lived experiences of the individuals, groups or communities under study, drawing on data which might include observation, interviews, questionnaires or workshops.

Action research is generally aimed at changing or improving a particular context, or a specific practice, alongside the generation of theory.

Explanatory sequential design

In an explanatory sequential study, emphasis is given to the collection and analysis of quantitative data, which occurs during the first phase of the study. The results of this quantitative phase inform the subsequent collection of qualitative data in the next phase.

Analysis of the resultant qualitative data is then used to 'explain' the quantitative results, usually serving to contextualise these, or to otherwise enhance or enrich the initial findings.

Exploratory sequential design

In an exploratory sequential study, the opposite sequence to that outlined above is used. In this case, qualitative data is emphasised, with this being collected and analysed during the first phase of the study. The results of this qualitative phase inform the subsequent collection of quantitative data in the next phase.

The quantitative data can then be used to define or to generalise the qualitative results, or to test these results on the basis of theory emerging from the initial findings.

Convergent design

In a convergent study, qualitative and quantitative data sets are collected and analysed simultaneously and independently of one another.

Results from analysis of both sets of data are brought together to provide one overall interpretation; this combination of data types can be handled in various ways, but the objective is always to provide a fuller understanding of the phenomena under study. Equal emphasis is given to both qualitative and quantitative data in a convergent study.

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• What is Primary Research? + [Methods & Examples]

Nothing says “do it yourself” like primary research. When carrying out a systematic investigation, a researcher may choose to gather data solely by themselves or to rely on already existing data as necessitated by different factors such as the budget and timeframe for the research. 

In the case of the former, this is known as primary research and it is important for every researcher to know how it differs from other research designs. In this article, we will share the features of primary research and show you how to conduct this type of systematic investigation using Formplus. 

What is Primary Research?

Primary research is a type of research design in which the researcher is directly involved in the data collection process . In other words, the researcher gathers relevant data samples directly instead of depending on already existing data with regards to the research context. 

Primary research is fundamentally tailored towards gathering context-specific data that can solve a particular problem. In addition, it allows the researcher to gather first-hand information which can be considered to be more valid and authentic in a research environment. 

With this research approach, the researcher has full control over the data because he or she owns the data. For example, a brand that wants to obtain feedback about customer satisfaction will employ primary research methods to gather relevant data to inform practical product improvement decisions. 

Primary research is also known as field research because it involves a hands-on experience with the data gathering process. Think of this as a type of research that requires the research

What are Primary Research Methods?

There are numerous primary research methods employed by researchers to collect first-hand data from research subjects depending on the context of the research and research objectives. These include interviews, surveys, focus groups, and observation techniques, and these methods would be discussed under the subsequent subheadings. 

An interview is a type of qualitative data collection method that involves engaging in a virtual or face-to-face conversation with the research subject(s) in order to gather valid information. Typically, interviews are made up of open-ended questions that allow the respondent to share his or her thoughts without any restrictions. 

An interview may be structured , unstructured and semi-structured in nature. A structured interview utilizes a premeditated interrogation sequence unlike a structured interview ; while a semi-structured interview has a question sequence which the interviewer can freely deviate from to obtain more information.

The duration of an interview is influenced by the number of respondents, research objectives, time frame for the research amidst other factors. When conducting an interview, the researcher uses different tools to collect data including audio recorders, camcorders, and digital cameras. 

You can also carry out your interview online using d ata-gathering platforms like Formplus . Formplus provides different interview templates such as the interview consent form which allows you to collect formal authorization from respondents before going on with your research. 

Conducting an interview as part of primary research allows the researcher to gather in-depth information about the research subjects. This allows the researcher to gather more authentic research samples that improve the overall outcome of the systematic investigation. 

 A survey is a common method of data collection that is used to gather relevant information from specific groups or individuals in line with the context of the research. It usually involves administering a questionnaire containing standardized close-ended questions and open-ended questions in order to gain insight into the research subjects. 

In some way, a survey can be considered as a means of opinion sampling since it involves gathering diverse opinions in the form of responses to research questions. This data gathering method also allows for data aggregation that can inform research outcomes. 

Survey types are classified based on data gathering methods, frequency and industry; thus we have online and offline surveys, longitudinal and cross-sectional surveys and, different industry-based surveys like employee surveys. Surveys can also be classified as biased or unbiased based on the question types. 

With technological developments, online surveys have become common and interestingly, there are different data-gathering tools that you can use to create and administer this type of survey. For instance, in the Formplus builder, you can add different question-types to your survey and you can also share your survey form with respondents using the available multiple sharing options. 

• Observation

Observation is a type of qualitative research method in which the researcher closely examines the research subjects as they interact with their environment for a stipulated period of time. The primary aim of this method is to allow the researcher to gather useful information about their features and behaviors in line with the research context. 

Popular sociologist, Raymond Gold, identifies 4 types of observation which are complete observer method, complete participant method, participant as observer method and observer as participant method. Observation can also be structured or unstructured depending on whether the researcher makes use of predetermined data collection processes or not.  

Usually, the researcher makes use of different tools in order to faithfully record the experiences of the research subjects. This is important because it is nearly impossible to accurately commit all that is seen to memory and it further helps to prevent subjectivity that can significantly alter research outcomes.

• Data Analysis

Research data analysis is the process of sifting through large samples of data, identifying valid data and evaluating these data groups in order to arrive at objective research findings. Here, the researcher interprets data samples in order to establish a logical pattern that confirms or negates the hypothesis. 

Data analysis is important because it allows the researcher to select the most important data that can suggest useful insights during the research process.   While this is a time-consuming process, it is necessary to create structure, sequence, and meaning to the research data. 

To objectively carry out data analysis, the researcher must follow 3 essential steps. First, he or she must organize the data samples then summarise and categorize the data in line with stated parameters after which the researcher evaluates data categories to arrive at specific outcomes. 

• Focus Groups

 A focus group is a qualitative research method in which the researcher poses a number of open-ended questions to a group of research subjects consisting of 6-10 participants. This method is more cost-efficient when compared to other data-gathering methods such as face-to-face interviews. 

Usually, this method is employed for marketing research to gain diverse user feedback about a product. Since it makes use of open-ended questions , focus groups allow respondents to freely communicate their opinions without the restrictions posed by close-ended questions . 

Participants in a focus group are at liberty to interact with one another and freely influence the other’s decisions.  This enables the researcher to collate multiple perspectives which allow for more objective research considerations, better data analysis, and more valid research findings. 

Types of Primary Research  

Exploratory research.

Exploratory research is a type of primary research design that investigates a subject matter in order to gather more insight into it. This research design helps the researcher to understand an existing problem while highlighting different dimensions of the problem that would require further investigation in the future. 

Usually, this type of research is carried out during the early stages of a systematic investigation and it is also known as the grounded theory approach or interpretation research. When carrying out exploratory research, the researcher must first identify the problem, create a hypothesis then goes ahead to carry out a descriptive investigation to gain better insight into the subject. 

Although exploratory research is flexible in nature and cost-effective, it is very susceptible to bias and it can only be used for small chunks of data. Exploratory research is important because it pays the foundation for further research and it also helps the researcher to channel his or her energy towards valid and researchable contexts. 

Experimental Research

Experimental research is a quantitative research design in which the researcher triggers a change in the independent variable and measures the effect of this change on the dependent variable. This effect is usually observed and recorded over a period of time in order to arrive as unprejudiced conclusions. 

Experimental research is used in different fields of study such as medicine, education, and business. In medicine, it is used to treat different ailments and in business, it helps organizations test new products before releasing it to the market on a full-scale. 

Regardless of its many advantages, experimental research is extremely predisposed to human error plus it is expensive and time-consuming. Pre-experimental, quasi-experimental, and true experimental research are common t ypes of experimental research. 

Ethnographic Research

Ethnographic research is a type of research design that requires the researcher to monitor research variables as they interact with their natural environment. The data gathered during the period of observation is analyzed in order to arrive at valid conclusions. 

Ethnographic research is used in various fields hence, we can speak of business ethnographic research, medical ethnographic research and the like. This research design is extremely useful in complex contexts such as market and customer settings plus preliminary stages of user-focused research. 

When Do We Conduct Primary Research? 

Primary research is typically used when individuals and organizations need to gather feedback directly from target markets instead of relying on already existing data. Primary research gives the organization more control over the research process and results in more objective research findings. 

Questions to ask before conducting primary research

Before conducting primary research, it is important for you to clearly delineate the research process by considering a number of things. For example, you need to clearly define your research objective, data collection methods , expected research outcomes, and understand your research biases . 

Here are a few questions you should consider before proceeding with primary research: 

• What is my research aim? It is important for you to clearly define the purpose of your research, that is, what you have set out to achieve. This makes it easy for you to track your progress. 
• What is my research methodology? As there are different methods in primary research, you must outline which methods you will be adopting; that is if you would be conducting an interview or administering a survey. 
• Who are my research subjects? Identify your research participants as this would help you plan your research process accordingly. 
• How easy is it to access my research subjects? 
• How would I access my research subjects?
• Do I have any research biases? Knowing your research biases is pertinent because it would help you plan to avoid them. 
• How do I ensure that my biases do not affect my research outcomes?
• What are my expected research outcomes? 

Advantages of Primary Research

• Data Accuracy

The most obvious advantage of primary research is research data accuracy. Because the researcher is directly involved in the data gathering process, he or she can ascertain the authenticity of the data samples. 

• Data Recency

Usually, primary research is tailored towards a specific issue and the data is gathered in the wake of the moment. This leads to more objective research findings. 

• Valid Data Interpretation

The data gathered in primary research is examined and interpreted based on the needs of the organization. Hence, there are little or no generalizations that may not reflect the research situation. 

 Primary research gives the researcher total ownership and control of the research data. This gives such an organization an edge over competitors relying on secondary data. 

Disadvantages of Primary Research  

Primary research is expensive. It often requires huge investments which may not be readily available as not all individuals and organizations have such amounts of money at their disposal. 

• Time-consuming

This type of research is also time-consuming and can be quite exhaustive in nature. Data gathering methods in primary research often span over long periods of time hence, this research approach is not suitable for addressing pressing issues. 

• Feasibility

In many cases, primary research is not feasible and can be impractical. For instance, it is impossible to gather feedback from every member of your target market by conducting an interview in order to obtain first-hand information. 

• Research Bias

 In primary research, the data gathering process is absolute and this can affect research findings; especially when there is a mistake. Because the data is gathered first-hand, there are no available comparisons that can serve as some sort of checks and balances. 

How to Conduct Online Surveys with Formplus 

You can use Formplus to create and administer online surveys for primary research. In the form builder, there are many features that make creating and conducting a survey with Formplus easy and seamless. 

Follow this guide to conduct online surveys for primary research with Formplus: 

• Sign into Formplus

To access the Formplus form builder, you need to create a Formplus account . In the form builder, you can seamlessly create different types of surveys for primary research by dragging and dropping your preferred form fields into your survey form. 

Once you create your account, sign in and click on “Create Form ” to begin. 

• Edit Form Title

Click on the field provided to input your form title, for example, “Primary Research Survey”.

• Click on the edit button to edit the form.
• Add Fields: Drag and drop preferred form fields into your form in the Formplus builder inputs column. There are several field input options for surveys in the Formplus builder. 
• Edit fields: You can modify your form fields to be hidden or read-only. 
• Click on “Save”
• Preview form. 

• Form Customization

Form customization allows you to easily change the outlook of your form and make it more unique and personalized. Formplus has different customization features that can be used to change your form theme, add background images and even change the font according to your needs. 

• Multiple Sharing Options

Formplus offers multiple form sharing options which enables you to easily share your survey with respondents. You can use the direct social media sharing buttons to share your form link to your organization’s social media pages. 

Formplus also allows you to send out your survey form as email invitations to your research subjects. In addition, you can share your form’s QR code or embed it on your organization’s website for easy access. 

Primary research is extremely important for businesses or organizations because it helps them to gather first-hand information about the needs of the market. The findings from primary research provide great insights and they usually inform product development and similar changes in organizational policies. 

There are different tools that you can use when gathering data in primary research including surveys, observation methods, and interviews. An online survey is one of the most common tools used in primary research because it simplifies the data-gathering process; especially when you make use of Formplus . 

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Quick reference.

Techniques of original data collection or research direct from the target respondents. Primary research is different from secondary research in that secondary research uses data or research that has already been collected. Primary research includes qualitative and quantitative research and can include surveys, focus groups, questionnaires, and interviews. Since primary research typically takes anywhere from weeks to months to gather and is very expensive, secondary sources are typically exhausted first before any primary research is conducted.

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Evidence Based Practice

• 1. Ask: PICO(T) Question
• 2. Align: Levels of Evidence
• 3a. Acquire: Resource Types
• 3b. Acquire: Searching
• 4. Appraise

Primary vs. Secondary Sources

• Qualitative and Quantitative Sources
• Managing References

Sources are considered primary, secondary, or tertiary depending on the originality of the information presented and their proximity or how close they are to the source of information. This distinction can differ between subjects and disciplines.

In the sciences, research findings may be communicated informally between researchers through email, presented at conferences (primary source), and then, possibly, published as a journal article or technical report (primary source). Once published, the information may be commented on by other researchers (secondary sources), and/or professionally indexed in a database (secondary sources). Later the information may be summarized into an encyclopedic or reference book format (tertiary sources). Source

Primary Sources

A primary source in science is a document or record that reports on a study, experiment, trial or research project. Primary sources are usually written by the person(s) who did the research, conducted the study, or ran the experiment, and include hypothesis, methodology, and results.

Primary Sources include:

• Pilot/prospective studies
• Cohort studies
• Survey research
• Case studies
• Lab notebooks
• Clinical trials and randomized clinical trials/RCTs
• Dissertations

Secondary Sources

Secondary sources list, summarize, compare, and evaluate primary information and studies so as to draw conclusions on or present current state of knowledge in a discipline or subject. Sources may include a bibliography which may direct you back to the primary research reported in the article.

Secondary Sources include:

• reviews, systematic reviews, meta-analysis
• newsletters and professional news sources
• practice guidelines & standards
• clinical care notes
• patient education Information
• government & legal Information
• entries in nursing or medical encyclopedias Source

More on Systematic Reviews and Meta-Analysis

Systematic reviews – Systematic reviews are best for answering single questions (eg, the effectiveness of tight glucose control on microvascular complications of diabetes). They are more scientifically structured than traditional reviews, being explicit about how the authors attempted to find all relevant articles, judge the scientific quality of each study, and weigh evidence from multiple studies with conflicting results. These reviews pay particular attention to including all strong research, whether or not it has been published, to avoid publication bias (positive studies are preferentially published). Source

Meta-analysis -- Meta-analysis, which is commonly included in systematic reviews, is a statistical method that quantitatively combines the results from different studies. It can be used to provide an overall estimate of the net benefit or harm of an intervention, even when these effects may not have been apparent in the individual studies [ 9 ]. Meta-analysis can also provide an overall quantitative estimate of other parameters such as diagnostic accuracy, incidence, or prevalence. Source

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Primary vs secondary research – what’s the difference.

14 min read Find out how primary and secondary research are different from each other, and how you can use them both in your own research program.

Primary vs secondary research: in a nutshell

The essential difference between primary and secondary research lies in who collects the data.

• Primary research definition

When you conduct primary research, you’re collecting data by doing your own surveys or observations.

• Secondary research definition:

In secondary research, you’re looking at existing data from other researchers, such as academic journals, government agencies or national statistics.

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When to use primary vs secondary research

Primary research and secondary research both offer value in helping you gather information.

Each research method can be used alone to good effect. But when you combine the two research methods, you have the ingredients for a highly effective market research strategy. Most research combines some element of both primary methods and secondary source consultation.

So assuming you’re planning to do both primary and secondary research – which comes first? Counterintuitive as it sounds, it’s more usual to start your research process with secondary research, then move on to primary research.

Secondary research can prepare you for collecting your own data in a primary research project. It can give you a broad overview of your research area, identify influences and trends, and may give you ideas and avenues to explore that you hadn’t previously considered.

Given that secondary research can be done quickly and inexpensively, it makes sense to start your primary research process with some kind of secondary research. Even if you’re expecting to find out what you need to know from a survey of your target market, taking a small amount of time to gather information from secondary sources is worth doing.

Primary research

Primary market research is original research carried out when a company needs timely, specific data about something that affects its success or potential longevity.

Primary research data collection might be carried out in-house by a business analyst or market research team within the company, or it may be outsourced to a specialist provider, such as an agency or consultancy. While outsourcing primary research involves a greater upfront expense, it’s less time consuming and can bring added benefits such as researcher expertise and a ‘fresh eyes’ perspective that avoids the risk of bias and partiality affecting the research data.

Primary research gives you recent data from known primary sources about the particular topic you care about, but it does take a little time to collect that data from scratch, rather than finding secondary data via an internet search or library visit.

Primary research involves two forms of data collection:

• Exploratory research This type of primary research is carried out to determine the nature of a problem that hasn’t yet been clearly defined. For example, a supermarket wants to improve its poor customer service and needs to understand the key drivers behind the customer experience issues. It might do this by interviewing employees and customers, or by running a survey program or focus groups.
• Conclusive research This form of primary research is carried out to solve a problem that the exploratory research – or other forms of primary data – has identified. For example, say the supermarket’s exploratory research found that employees weren’t happy. Conclusive research went deeper, revealing that the manager was rude, unreasonable, and difficult, making the employees unhappy and resulting in a poor employee experience which in turn led to less than excellent customer service. Thanks to the company’s choice to conduct primary research, a new manager was brought in, employees were happier and customer service improved.

Examples of primary research

All of the following are forms of primary research data.

• Customer satisfaction survey results
• Employee experience pulse survey results
• NPS rating scores from your customers
• A field researcher’s notes
• Data from weather stations in a local area
• Recordings made during focus groups

Primary research methods

There are a number of primary research methods to choose from, and they are already familiar to most people. The ones you choose will depend on your budget, your time constraints, your research goals and whether you’re looking for quantitative or qualitative data.

A survey can be carried out online, offline, face to face or via other media such as phone or SMS. It’s relatively cheap to do, since participants can self-administer the questionnaire in most cases. You can automate much of the process if you invest in good quality survey software.

Primary research interviews can be carried out face to face, over the phone or via video calling. They’re more time-consuming than surveys, and they require the time and expense of a skilled interviewer and a dedicated room, phone line or video calling setup. However, a personal interview can provide a very rich primary source of data based not only on the participant’s answers but also on the observations of the interviewer.

Focus groups

A focus group is an interview with multiple participants at the same time. It often takes the form of a discussion moderated by the researcher. As well as taking less time and resources than a series of one-to-one interviews, a focus group can benefit from the interactions between participants which bring out more ideas and opinions. However this can also lead to conversations going off on a tangent, which the moderator must be able to skilfully avoid by guiding the group back to the relevant topic.

Secondary research

Secondary research is research that has already been done by someone else prior to your own research study.

Secondary research is generally the best place to start any research project as it will reveal whether someone has already researched the same topic you’re interested in, or a similar topic that helps lay some of the groundwork for your research project.

Even if your preliminary secondary research doesn’t turn up a study similar to your own research goals, it will still give you a stronger knowledge base that you can use to strengthen and refine your research hypothesis. You may even find some gaps in the market you didn’t know about before.

The scope of secondary research resources is extremely broad. Here are just a few of the places you might look for relevant information.

Books and magazines

A public library can turn up a wealth of data in the form of books and magazines – and it doesn’t cost a penny to consult them.

Market research reports

Secondary research from professional research agencies can be highly valuable, as you can be confident the data collection methods and data analysis will be sound

Scholarly journals, often available in reference libraries

Peer-reviewed journals have been examined by experts from the relevant educational institutions, meaning there has been an extra layer of oversight and careful consideration of the data points before publication.

Government reports and studies

Public domain data, such as census data, can provide relevant information for your research project, not least in choosing the appropriate research population for a primary research method. If the information you need isn’t readily available, try contacting the relevant government agencies.

White papers

Businesses often produce white papers as a means of showcasing their expertise and value in their field. White papers can be helpful in secondary research methods, although they may not be as carefully vetted as academic papers or public records.

Trade or industry associations

Associations may have secondary data that goes back a long way and offers a general overview of a particular industry. This data collected over time can be very helpful in laying the foundations of your particular research project.

Private company data

Some businesses may offer their company data to those conducting research in return for fees or with explicit permissions. However, if a business has data that’s closely relevant to yours, it’s likely they are a competitor and may flat out refuse your request.

Learn more about secondary research

Examples of secondary research data

These are all forms of secondary research data in action:

• A newspaper report quoting statistics sourced by a journalist
• Facts from primary research articles quoted during a debate club meeting
• A blog post discussing new national figures on the economy
• A company consulting previous research published by a competitor

Secondary research methods

Literature reviews.

A core part of the secondary research process, involving data collection and constructing an argument around multiple sources. A literature review involves gathering information from a wide range of secondary sources on one topic and summarizing them in a report or in the introduction to primary research data.

Content analysis

This systematic approach is widely used in social science disciplines. It uses codes for themes, tropes or key phrases which are tallied up according to how often they occur in the secondary data. The results help researchers to draw conclusions from qualitative data.

Data analysis using digital tools

You can analyze large volumes of data using software that can recognize and categorize natural language. More advanced tools will even be able to identify relationships and semantic connections within the secondary research materials.

Comparing primary vs secondary research

We’ve established that both primary research and secondary research have benefits for your business, and that there are major differences in terms of the research process, the cost, the research skills involved and the types of data gathered. But is one of them better than the other?

The answer largely depends on your situation. Whether primary or secondary research wins out in your specific case depends on the particular topic you’re interested in and the resources you have available. The positive aspects of one method might be enough to sway you, or the drawbacks – such as a lack of credible evidence already published, as might be the case in very fast-moving industries – might make one method totally unsuitable.

Here’s an at-a-glance look at the features and characteristics of primary vs secondary research, illustrating some of the key differences between them.

What are the pros and cons of primary research?

Primary research provides original data and allows you to pinpoint the issues you’re interested in and collect data from your target market – with all the effort that entails.

Benefits of primary research:

• Tells you what you need to know, nothing irrelevant
• Yours exclusively – once acquired, you may be able to sell primary data or use it for marketing
• Teaches you more about your business
• Can help foster new working relationships and connections between silos
• Primary research methods can provide upskilling opportunities – employees gain new research skills

Limitations of primary research:

• Lacks context from other research on related subjects
• Can be expensive
• Results aren’t ready to use until the project is complete
• Any mistakes you make in in research design or implementation could compromise your data quality
• May not have lasting relevance – although it could fulfill a benchmarking function if things change

What are the pros and cons of secondary research?

Secondary research relies on secondary sources, which can be both an advantage and a drawback. After all, other people are doing the work, but they’re also setting the research parameters.

Benefits of secondary research:

• It’s often low cost or even free to access in the public domain
• Supplies a knowledge base for researchers to learn from
• Data is complete, has been analyzed and checked, saving you time and costs
• It’s ready to use as soon as you acquire it

Limitations of secondary research

• May not provide enough specific information
• Conducting a literature review in a well-researched subject area can become overwhelming
• No added value from publishing or re-selling your research data
• Results are inconclusive – you’ll only ever be interpreting data from another organization’s experience, not your own
• Details of the research methodology are unknown
• May be out of date – always check carefully the original research was conducted

Related resources

Business research methods 12 min read, qualitative research interviews 11 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, request demo.

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Observations are a type of primary research that involves spending time watching people or other creatures interact with each other and the world around them. Observations are used in nearly every scientific field and can be incredibly useful in gathering information.

Types of Participation

Before observing, consider how you as an observer may alter the event being observed.

• How fully will you participate in the event?
• Will you simply sit, watch, and take notes with no interaction?
• Will you interact with the participants?
• Will you become a participant yourself?

These different choices can radically change what you end up observing. The mere presence of an observer may alter the events--and if you interact with participants, you further risk changing what takes place. The other side to this is that by not participating in an event, you may not gain a complete understanding of that event.

How to Observe

When observing, it is especially important to separate observations from your feelings or reactions to observations. A good way to do this is to take your observations in a double-entry notebook. A double-entry notebook has two columns, one for what is directly observed and one is for what the observer interprets from the events. Here is an example:

Observation: The teacher walks around the circle and speaks to each student individually.

Interpretation: The teacher seems to want to make sure that each student understands the assignment.

If you are observing a group that is not found in public (such as a group of card players, a sports team, or a special-interest group), it may be wise to plan to spend multiple sittings with the group. This will allow the group some time to adjust to your presence (and hence, for you to get more accurate observations).

Recordings vs. Note-taking

How will you be observing? Will you be taking notes in a notebook? With a laptop? Will you be recording your observations in some way (with a cell phone, digital camera, video camera, digital recorder, etc.?)

How you choose to observe is another important consideration that can affect the quality and results of your observations. Remember that you cannot capture everything that takes place with a recording or even by taking detailed notes.

What to Observe

Observational skills require some practice! The key to being a good observer is to pay attention to the details of a situation, write as much as you can, and write it as detailed as possible.

Before you observe, you should consider how you will focus your observations--because you can't focus on everything!

EBP Learning Module

Introduction to Evidence-Based Practice and CIAP

Primary research - types of study design.

Randomised controlled trial

In a randomised controlled trial (RCT), participants are randomly allocated to different groups – the intervention (such as a drug) group or another group (such as placebo treatment or a different drug). Both groups are followed up for a specified period and analysed in terms of outcomes defined at the outset (death, heart attack, serum cholesterol level, etc.). The studies include methodologies that reduce the potential for bias and allow for comparison between both groups.

RCTs should be used to answer questions such as the following:

• Is this drug better than placebo or a different drug for a particular disease?
• Is a new surgical procedure better than the current practice?

Cohort studies

Two (or more) groups (cohorts) of people are selected on the basis of differences in their exposure to a particular agent or disease (such as a vaccine, a drug, or an environmental toxin), and followed up to see how many in each group develop a particular disease or other outcome. The follow up period is often over several years. These are also known as prospective studies . The ‘outcome’ of interest isn’t apparent at the start of the study.

A cohort study can address clinical questions such as:

• Does smoking cause lung cancer?
• Does oral contraceptive use have an effect on bone mineral density?

Case control studies

Patients who already have a specific condition are compared with people who do not have the condition. They often rely on medical records and patient recall of past exposure for data collection. Case control studies cannot show cause and effect. Showing a statistical relationship between two factors does not mean that one factor caused the other. They are also known as retrospective studies.

A case control study can address clinical questions such as:

• Does the MMR vaccine cause autism?
• Does prolonged use of mobile phones cause brain tumours?

Cross sectional studies

Data are collected at a single time but may refer retrospectively to experiences in the past. A sample of patients is interviewed, examined, or medical records studied to gain answers to a specific clinical question. The exposure and the outcome are determined at the same time.

A cross sectional study can address clinical questions such as:

• What are general practitioners' attitudes to drug information provided by drug companies?
• Is there an association between depression and cigarette smoking?

Case reports and case studies

A case report describes the medical history of a single patient. Case reports are often run together to form a case series, in which the medical histories of more than one patient with a particular condition are described to illustrate an aspect of the condition.

There is no control group with which to compare outcomes.

• Case reports or series may be the best available information on very rare conditions or adverse drug effects
• Information on new or novel treatments which have not yet be studied in an RCT may be first published as case reports or series

Read more about RCTs , cohort studies , and case control in a CIAP online book. [24]

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Primary Sources Research Guide

• What Are Primary Sources?
• What Are Secondary Sources?
• Examples of Primary & Secondary Sources
• Where to Look for Primary Sources

Get Primary Sources by Subject

Many library subject guides contain sections on primary sources for those subjects. BELOW you can also see a list of research guides that have been tagged "primary sources."

Still have questions? Please get in touch with the librarian for your subject area for more information about specific primary sources in your field.

Defining Primary Sources

• Primary sources are original materials that provide direct evidence or first-hand testimony concerning a topic or event -- firsthand records created by people who actually participated in or remembered an event and reported on the event and their reactions to it.
• Primary sources can be contemporary sources created at the time when the event occurred (e.g., letters and newspaper articles) or later (such as, memoirs and oral history interviews).
• Primary sources may be published or unpublished. Unpublished sources include unique materials (e.g., family papers) often referred to as archives and manuscripts.
• What constitutes a primary source varies by discipline -- see Primary Sources by Discipline below . How the researcher uses the source generally determines whether it is a primary source or not.

*This material is used with permission from the University of Pittsburgh Library's research guide on Primary Sources

Primary Sources by Discipline

The definition of a primary source varies depending upon the academic discipline and the context in which it is used.

1. In the humanities , a primary source could be defined as something that was created either during the time period being studied or afterward by individuals reflecting on their involvement in the events of that time.

Examples from the humanities:  

Art: painting, photograph, print, sculpture, film or other work of art, sketch book, architectural model or drawing, building or structure, letter,  organizational records, personal account by artist History: artifact, diary, government report, interview, letter, map, news report, oral history, organizational records, photograph, speech, work of art Literature: interview, letter, manuscript, personal account by writer, poem, work of fiction or drama, contemporary review Music: score, sound recording, contemporary review, letter, personal account by composer or musician

2. In the social sciences , the definition of a primary source would be expanded to include numerical data that has been gathered to analyze relationships between people, events, and their environment.  

Examples from the social sciences: 

Anthropology: artifact, field notes, fossil, photograph Business: market research or surveys, anything that documents a corporation's activities, such as annual reports, meeting minutes, legal documents, marketing materials, and financial records. Communication: websites, blogs, broadcast recordings and transcripts, advertisements and commercials, public opinion polls, and magazines (e.g., Rolling Stone ). Economics: company statistics, consumer survey, data series Geography: field notes, census data, maps, satellite images, and aerial photographs. Law: code, statute, court opinion, legislative report Psychology: case study, clinical case report, experimental replication, follow-up study, longitudinal study, treatment outcome study Sociology: cultural artifact, interview, oral history, organizational records, statistical data, survey

3. In the natural sciences , a primary source could be defined as a report of original findings or ideas. These sources often appear in the form of research articles with sections on methods and results.

Examples in the natural sciences:

Biology, Chemistry, etc: research or lab notes, genetic evidence, plant specimens, technical reports, and other reports of original research or discoveries (e.g., conference papers and proceedings, dissertations, scholarly articles).

*This material is used with permission from the Lafayette College Library research guide on primary sources . Image 1: "Massachusetts Bay Colony 1776"  CC BY-NC-ND 2.0 Tom Woodward: Flickr Image 2: "data"  CC BY-NC-ND 2.0 CyberHades: Flickr Image 3: "Katydid 50x Magnification Wing, Coventry, CT"  CC BY-NC-ND 2.0 Macroscopic Solutions: Flickr

Examples of Primary Sources

Primary sources typically include such items as:

• manuscripts, letters, first-person diaries, memoirs, personal journals, interviews, speeches, oral histories, and other materials individuals used to describe events in which they were participants or observers. Many of these materials frequently are referred to as " papers ";
• records of government agencies and other organizations, including such documents as parliamentary debates, proceedings of organization meetings, conferences, etc. Many of these materials frequently are referred to as " archives ";
• original documents such as birth certificates, marriage and baptismal registers, wills, trial transcripts, etc.;
• published materials written at the time of the event, including newspapers, news magazines, advertising, cartoons, and other ephemeral publications such as pamplets and flyers;
• contemporary creative works of literature, art, and music, such as novels, paintings, compositions, poems, etc.;
• contemporary photographs, maps, audio recordings, television and radio broadcasts, and moving pictures;
• Internet communications including email, listservs, and blogs;
• statistical and numeric data collected by various government and private agencies, including census data, opinion polls, and other surveys;
• research reports and case studies in the sciences or social sciences;
• artifacts of all kinds such as coins, clothing, fossils, furniture, and musical instruments from the time period under study

Primary sources sometimes can be ambiguous and contradictory, relecting a specific person's opinions and contemporary cultural influences on them. For that very reason such sources are invaluable tools for developing your own interpretations and reaching your own conclusions about what is going on at a point in time.

• Next: What Are Secondary Sources? >>
• Last Updated: Mar 1, 2024 9:31 AM
• URL: https://guides.libraries.emory.edu/main/primary_sources_overview

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• Knowledge Base
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• Primary Research | Definition, Types, & Examples

Primary Research | Definition, Types, & Examples

Published on 15 January 2023 by Tegan George .

Primary research is a research method that relies on direct data collection , rather than relying on data that’s already been collected by someone else. In other words, primary research is any type of research that you undertake yourself, firsthand, while using data that has already been collected is called secondary research.

Primary research is often used in qualitative research , particularly in survey methodology, questionnaires, focus groups, and various types of interviews . While quantitative primary research does exist, it’s not as common.

Table of contents

When to use primary research, types of primary research, examples of primary research, advantages and disadvantages of primary research, frequently asked questions.

Primary research is any research that you conduct yourself. It can be as simple as a 2-question survey, or as in-depth as a years-long longitudinal study . The only key is that data must be collected firsthand by you.

Primary research is often used to supplement or strengthen existing secondary research. It is usually exploratory in nature, concerned with examining a research question where no preexisting knowledge exists. It is also sometimes called original research for this reason.

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Primary research can take many forms, but the most common types are:

• Surveys and questionnaire
• Observational studies
• Interviews and focus groups
• Surveys and questionnaires

Surveys and questionnaires collect information about a group of people by asking them questions and analyzing the results. They are a solid choice if your research topic seeks to investigate something about the characteristics, preferences, opinions, or beliefs of a group of people.

Surveys and questionnaires can take place online, in person, or through the mail. It is best to have a combination of open-ended and closed-ended questions, and how the questions are phrased matters. Be sure to avoid leading questions, and ask any related questions in groups, starting with the most basic ones first.

Observational studies are an easy and popular way to answer a research question based purely on what you, the researcher, observes. If there are practical or ethical concerns that prevent you from conducting a traditional experiment , observational studies are often a good stopgap.

There are three types of observational studies: cross-sectional studies , cohort studies, and case-control studies. If you decide to conduct observational research, you can choose the one that’s best for you. All three are quite straightforward and easy to design – just beware of confounding variables and observer bias creeping into your analysis.

Similarly to surveys and questionnaires, interviews and focus groups also rely on asking questions to collect information about a group of people. However, how this is done is slightly different. Instead of sending your questions out into the world, interviews and focus groups involve two or more people – one of whom is you, the interviewer, who asks the questions.

There are 3 main types of interviews:

• Structured interviews ask predetermined questions in a predetermined order.
• Unstructured interviews are more flexible and free-flowing, proceeding based on the interviewee’s previous answers.
• Semi-structured interviews fall in between, asking a mix of predetermined questions and off-the-cuff questions.

While interviews are a rich source of information, they can also be deceptively challenging to do well. Be careful of interviewer bias creeping into your process. This is best mitigated by avoiding double-barreled questions and paying close attention to your tone and delivery while asking questions.

Alternatively, a focus group is a group interview, led by a moderator. Focus groups can provide more nuanced interactions than individual interviews, but their small sample size means that external validity is low.

Primary research can often be quite simple to pursue yourself. Here are a few examples of different research methods you can use to explore different topics.

Primary research is a great choice for many research projects, but it has distinct advantages and disadvantages.

Advantages of primary research

Advantages include:

• The ability to conduct really tailored, thorough research, down to the ‘nitty-gritty’ of your topic . You decide what you want to study or observe and how to go about doing that.
• You maintain control over the quality of the data collected, and can ensure firsthand that it is objective, reliable , and valid .
• The ensuing results are yours, for you to disseminate as you see fit. You maintain proprietary control over what you find out, allowing you to share your findings with like-minded individuals or those conducting related research that interests you for replication or discussion purposes.

Disadvantages of primary research

Disadvantages include:

• In order to be done well, primary research can be very expensive and time consuming. If you are constrained in terms of time or funding, it can be very difficult to conduct your own high-quality primary research.
• Primary research is often insufficient as a standalone research method, requiring secondary research to bolster it.
• Primary research can be prone to various types of research bias . Bias can manifest on the part of the researcher as observer bias , Pygmalion effect , or demand characteristics . It can occur on the part of participants as a Hawthorne effect or social desirability bias .

The 3 main types of primary research are:

Exploratory research explores the main aspects of a new or barely researched question.

Explanatory research explains the causes and effects of an already widely researched question.

There are several methods you can use to decrease the impact of confounding variables on your research: restriction, matching, statistical control, and randomisation.

In restriction , you restrict your sample by only including certain subjects that have the same values of potential confounding variables.

In matching , you match each of the subjects in your treatment group with a counterpart in the comparison group. The matched subjects have the same values on any potential confounding variables, and only differ in the independent variable .

In statistical control , you include potential confounders as variables in your regression .

In randomisation , you randomly assign the treatment (or independent variable) in your study to a sufficiently large number of subjects, which allows you to control for all potential confounding variables.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

When conducting research, collecting original data has significant advantages:

• You can tailor data collection to your specific research aims (e.g., understanding the needs of your consumers or user testing your website).
• You can control and standardise the process for high reliability and validity (e.g., choosing appropriate measurements and sampling methods ).

However, there are also some drawbacks: data collection can be time-consuming, labour-intensive, and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.

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What Is a Primary Source?

Glossary of Grammatical and Rhetorical Terms - Definition and Examples

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• An Introduction to Punctuation
• Ph.D., Rhetoric and English, University of Georgia
• M.A., Modern English and American Literature, University of Leicester
• B.A., English, State University of New York

In research and academics, a primary source refers to information collected from sources that witnessed or experienced an event firsthand. These can be historical documents , literary texts, artistic works, experiments, journal entries, surveys, and interviews. A primary source, which is very different from a secondary source , is also called primary data.

The Library of Congress defines primary sources as "the raw materials of history—original documents and objects which were created at the time under study," in contrast to secondary sources , which are "accounts or interpretations of events created by someone without firsthand experience," ("Using Primary Sources").

Secondary sources are often meant to describe or analyze a primary source and do not give firsthand accounts; primary sources tend to provide more accurate depictions of history but are much harder to come by.

Characteristics of Primary Sources

There are a couple of factors that can qualify an artifact as a primary source. The chief characteristics of a primary source, according to Natalie Sproull, are: "(1) [B]eing present during the experience, event or time and (2) consequently being close in time with the data. This does not mean that data from primary sources are always the best data."

Sproull then goes on to remind readers that primary sources are not always more reliable than secondary sources. "Data from human sources are subject to many types of distortion because of such factors as selective recall, selective perceptions, and purposeful or nonpurposeful omission or addition of information. Thus data from primary sources are not necessarily accurate data even though they come from firsthand sources," (Sproull 1988).

Original Sources

Primary sources are often called original sources, but this is not the most accurate description because you're not always going to be dealing with original copies of primary artifacts. For this reason, "primary sources" and "original sources" should be considered separate. Here's what the authors of "Undertaking Historical Research in Literacy," from Handbook of Reading Research , have to say about this:

"The distinction also needs to be made between primary and original sources . It is by no means always necessary, and all too often it is not possible, to deal only with original sources. Printed copies of original sources, provided they have been undertaken with scrupulous care (such as the published letters of the Founding Fathers), are usually an acceptable substitute for their handwritten originals." (E. J. Monaghan and D. K. Hartman, "Undertaking Historical Research in Literacy," in Handbook of Reading Research , ed. by P. D. Pearson et al. Erlbaum, 2000)

When to Use Primary Sources

Primary sources tend to be most useful toward the beginning of your research into a topic and at the end of a claim as evidence, as Wayne Booth et al. explain in the following passage. "[Primary sources] provide the 'raw data' that you use first to test the working hypothesis and then as evidence to support your claim . In history, for example, primary sources include documents from the period or person you are studying, objects, maps, even clothing; in literature or philosophy, your main primary source is usually the text you are studying, and your data are the words on the page. In such fields, you can rarely write a research paper  without using primary sources," (Booth et al. 2008).

When to Use Secondary Sources

There is certainly a time and place for secondary sources and many situations in which these point to relevant primary sources. Secondary sources are an excellent place to start. Alison Hoagland and Gray Fitzsimmons write: "By identifying basic facts, such as year of construction, secondary sources can point the researcher to the best primary sources , such as the right tax books. In addition, a careful reading of the bibliography in a secondary source can reveal important sources the researcher might otherwise have missed," (Hoagland and Fitzsimmons 2004).

Finding and Accessing Primary Sources

As you might expect, primary sources can prove difficult to find. To find the best ones, take advantage of resources such as libraries and historical societies. "This one is entirely dependent on the assignment given and your local resources; but when included, always emphasize quality. ... Keep in mind that there are many institutions such as the Library of Congress that make primary source material freely available on the Web," (Kitchens 2012).

Methods of Collecting Primary Data

Sometimes in your research, you'll run into the problem of not being able to track down primary sources at all. When this happens, you'll want to know how to collect your own primary data; Dan O'Hair et all tell you how: "If the information you need is unavailable or hasn't yet been gathered, you'll have to gather it yourself. Four basic methods of collecting primary data are field research, content analysis, survey research, and experiments. Other methods of gathering primary data include historical research, analysis of existing statistics, ... and various forms of direct observation," (O'Hair et al. 2001).

• Booth, Wayne C., et al. The Craft of Research . 3rd ed., University of Chicago Press, 2008.
• Hoagland, Alison, and Gray Fitzsimmons. "History."  Recording Historic Structures. 2nd. ed., John Wiley & Sons, 2004.
• Kitchens, Joel D. Librarians, Historians, and New Opportunities for Discourse: A Guide for Clio's Helpers . ABC-CLIO, 2012.
• Monaghan, E. Jennifer, and Douglas K. Hartman. "Undertaking Historical Research in Literacy." Handbook of Reading Research. Lawrence Erlbaum Associates, 2002.
• O'Hair, Dan, et al. Business Communication: A Framework for Success . South-Western College Pub., 2001.
• Sproull, Natalie L. Handbook of Research Methods: A Guide for Practitioners and Students in the Social Sciences. 2nd ed. Scarecrow Press, 1988.
• "Using Primary Sources." Library of Congress .
• Secondary Sources in Research
• Primary and Secondary Sources in History
• How to Prove Your Family Tree Connections
• Research in Essays and Reports
• Five Steps to Verifying Online Genealogy Sources
• Pros and Cons of Secondary Data Analysis
• Understanding Secondary Data and How to Use It in Research
• Documentation in Reports and Research Papers
• What Is a Research Paper?
• 6 Skills Students Need to Succeed in Social Studies Classes
• How to Use Libraries and Archives for Research
• How to Cite Genealogy Sources
• Glossary of Historical Terms
• Definition and Examples of Quotation in English Grammar
• How to Determine a Reliable Source on the Internet
• Fashion Throughout History

Research report guide: Definition, types, and tips

Last updated

5 March 2024

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From successful product launches or software releases to planning major business decisions, research reports serve many vital functions. They can summarize evidence and deliver insights and recommendations to save companies time and resources. They can reveal the most value-adding actions a company should take.

However, poorly constructed reports can have the opposite effect! Taking the time to learn established research-reporting rules and approaches will equip you with in-demand skills. You’ll be able to capture and communicate information applicable to numerous situations and industries, adding another string to your resume bow.

• What are research reports?

A research report is a collection of contextual data, gathered through organized research, that provides new insights into a particular challenge (which, for this article, is business-related). Research reports are a time-tested method for distilling large amounts of data into a narrow band of focus.

Their effectiveness often hinges on whether the report provides:

Strong, well-researched evidence

Comprehensive analysis

Well-considered conclusions and recommendations

Though the topic possibilities are endless, an effective research report keeps a laser-like focus on the specific questions or objectives the researcher believes are key to achieving success. Many research reports begin as research proposals, which usually include the need for a report to capture the findings of the study and recommend a course of action.

A description of the research method used, e.g., qualitative, quantitative, or other

Statistical analysis

Causal (or explanatory) research (i.e., research identifying relationships between two variables)

Inductive research, also known as ‘theory-building’

Deductive research, such as that used to test theories

Action research, where the research is actively used to drive change

• Importance of a research report

Research reports can unify and direct a company's focus toward the most appropriate strategic action. Of course, spending resources on a report takes up some of the company's human and financial resources. Choosing when a report is called for is a matter of judgment and experience.

Some development models used heavily in the engineering world, such as Waterfall development, are notorious for over-relying on research reports. With Waterfall development, there is a linear progression through each step of a project, and each stage is precisely documented and reported on before moving to the next.

The pace of the business world is faster than the speed at which your authors can produce and disseminate reports. So how do companies strike the right balance between creating and acting on research reports?

The answer lies, again, in the report's defined objectives. By paring down your most pressing interests and those of your stakeholders, your research and reporting skills will be the lenses that keep your company's priorities in constant focus.

Honing your company's primary objectives can save significant amounts of time and align research and reporting efforts with ever-greater precision.

Some examples of well-designed research objectives are:

Proving whether or not a product or service meets customer expectations

Demonstrating the value of a service, product, or business process to your stakeholders and investors

Improving business decision-making when faced with a lack of time or other constraints

Clarifying the relationship between a critical cause and effect for problematic business processes

Prioritizing the development of a backlog of products or product features

Comparing business or production strategies

Evaluating past decisions and predicting future outcomes

• Features of a research report

Research reports generally require a research design phase, where the report author(s) determine the most important elements the report must contain.

Just as there are various kinds of research, there are many types of reports.

Here are the standard elements of almost any research-reporting format:

Report summary. A broad but comprehensive overview of what readers will learn in the full report. Summaries are usually no more than one or two paragraphs and address all key elements of the report. Think of the key takeaways your primary stakeholders will want to know if they don’t have time to read the full document.

Introduction. Include a brief background of the topic, the type of research, and the research sample. Consider the primary goal of the report, who is most affected, and how far along the company is in meeting its objectives.

Methods. A description of how the researcher carried out data collection, analysis, and final interpretations of the data. Include the reasons for choosing a particular method. The methods section should strike a balance between clearly presenting the approach taken to gather data and discussing how it is designed to achieve the report's objectives.

Data analysis. This section contains interpretations that lead readers through the results relevant to the report's thesis. If there were unexpected results, include here a discussion on why that might be. Charts, calculations, statistics, and other supporting information also belong here (or, if lengthy, as an appendix). This should be the most detailed section of the research report, with references for further study. Present the information in a logical order, whether chronologically or in order of importance to the report's objectives.

Conclusion. This should be written with sound reasoning, often containing useful recommendations. The conclusion must be backed by a continuous thread of logic throughout the report.

• How to write a research paper

With a clear outline and robust pool of research, a research paper can start to write itself, but what's a good way to start a research report?

Research report examples are often the quickest way to gain inspiration for your report. Look for the types of research reports most relevant to your industry and consider which makes the most sense for your data and goals.

The research report outline will help you organize the elements of your report. One of the most time-tested report outlines is the IMRaD structure:

Introduction

...and Discussion

Pay close attention to the most well-established research reporting format in your industry, and consider your tone and language from your audience's perspective. Learn the key terms inside and out; incorrect jargon could easily harm the perceived authority of your research paper.

Along with a foundation in high-quality research and razor-sharp analysis, the most effective research reports will also demonstrate well-developed:

Internal logic

Narrative flow

Conclusions and recommendations

Readability, striking a balance between simple phrasing and technical insight

How to gather research data for your report

The validity of research data is critical. Because the research phase usually occurs well before the writing phase, you normally have plenty of time to vet your data.

However, research reports could involve ongoing research, where report authors (sometimes the researchers themselves) write portions of the report alongside ongoing research.

One such research-report example would be an R&D department that knows its primary stakeholders are eager to learn about a lengthy work in progress and any potentially important outcomes.

However you choose to manage the research and reporting, your data must meet robust quality standards before you can rely on it. Vet any research with the following questions in mind:

Does it use statistically valid analysis methods?

Do the researchers clearly explain their research, analysis, and sampling methods?

Did the researchers provide any caveats or advice on how to interpret their data?

Have you gathered the data yourself or were you in close contact with those who did?

Is the source biased?

Usually, flawed research methods become more apparent the further you get through a research report.

It's perfectly natural for good research to raise new questions, but the reader should have no uncertainty about what the data represents. There should be no doubt about matters such as:

Whether the sampling or analysis methods were based on sound and consistent logic

What the research samples are and where they came from

The accuracy of any statistical functions or equations

Validation of testing and measuring processes

When does a report require design validation?

A robust design validation process is often a gold standard in highly technical research reports. Design validation ensures the objects of a study are measured accurately, which lends more weight to your report and makes it valuable to more specialized industries.

Product development and engineering projects are the most common research-report examples that typically involve a design validation process. Depending on the scope and complexity of your research, you might face additional steps to validate your data and research procedures.

If you’re including design validation in the report (or report proposal), explain and justify your data-collection processes. Good design validation builds greater trust in a research report and lends more weight to its conclusions.

Choosing the right analysis method

Just as the quality of your report depends on properly validated research, a useful conclusion requires the most contextually relevant analysis method. This means comparing different statistical methods and choosing the one that makes the most sense for your research.

Most broadly, research analysis comes down to quantitative or qualitative methods (respectively: measurable by a number vs subjectively qualified values). There are also mixed research methods, which bridge the need for merging hard data with qualified assessments and still reach a cohesive set of conclusions.

Some of the most common analysis methods in research reports include:

Significance testing (aka hypothesis analysis), which compares test and control groups to determine how likely the data was the result of random chance.

Regression analysis , to establish relationships between variables, control for extraneous variables , and support correlation analysis.

Correlation analysis (aka bivariate testing), a method to identify and determine the strength of linear relationships between variables. It’s effective for detecting patterns from complex data, but care must be exercised to not confuse correlation with causation.

With any analysis method, it's important to justify which method you chose in the report. You should also provide estimates of the statistical accuracy (e.g., the p-value or confidence level of quantifiable data) of any data analysis.

This requires a commitment to the report's primary aim. For instance, this may be achieving a certain level of customer satisfaction by analyzing the cause and effect of changes to how service is delivered. Even better, use statistical analysis to calculate which change is most positively correlated with improved levels of customer satisfaction.

• Tips for writing research reports

There's endless good advice for writing effective research reports, and it almost all depends on the subjective aims of the people behind the report. Due to the wide variety of research reports, the best tips will be unique to each author's purpose.

Consider the following research report tips in any order, and take note of the ones most relevant to you:

No matter how in depth or detailed your report might be, provide a well-considered, succinct summary. At the very least, give your readers a quick and effective way to get up to speed.

Pare down your target audience (e.g., other researchers, employees, laypersons, etc.), and adjust your voice for their background knowledge and interest levels

For all but the most open-ended research, clarify your objectives, both for yourself and within the report.

Leverage your team members’ talents to fill in any knowledge gaps you might have. Your team is only as good as the sum of its parts.

Justify why your research proposal’s topic will endure long enough to derive value from the finished report.

Consolidate all research and analysis functions onto a single user-friendly platform. There's no reason to settle for less than developer-grade tools suitable for non-developers.

What's the format of a research report?

The research-reporting format is how the report is structured—a framework the authors use to organize their data, conclusions, arguments, and recommendations. The format heavily determines how the report's outline develops, because the format dictates the overall structure and order of information (based on the report's goals and research objectives).

What's the purpose of a research-report outline?

A good report outline gives form and substance to the report's objectives, presenting the results in a readable, engaging way. For any research-report format, the outline should create momentum along a chain of logic that builds up to a conclusion or interpretation.

What's the difference between a research essay and a research report?

There are several key differences between research reports and essays:

Research report:

Ordered into separate sections

More commercial in nature

Often includes infographics

Heavily descriptive

More self-referential

Usually provides recommendations

Research essay

Does not rely on research report formatting

More academically minded

Normally text-only

Less detailed

Omits discussion of methods

Usually non-prescriptive 

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27 Real Primary Research Examples

Primary research is a type of academic research that involves collecting new and original data to conduct a study.

Examples of primary research include studies that collect data through interviews, questionnaires, original text analysis, observation, surveys, focus groups, case studies, and ethnography.

It is the opposite of secondary research which involves looking at existing data to identify trends or new insights. Both secondary and primary research are legitimate forms of academic research.

Primary Research Examples

1. interviews.

Interviews involve approaching relevant people and asking them questions to gather their thoughts and opinions on a topic. This can take the form of structured, semi-strutured, and unstructured interviews.

Structured interviews generally do not involve back-and-forth discussion between the researcher and the research participant, while semi-structured and unstructured interviews involve the interviewer asking follow-up questions to dig deeper and elicit more insights.

2. Questionnaires and Surveys

Questionnaires are text-based interviews where a set of questions are written down by the researchers and sent to the research participants. The participants fill out the questionnaires and return them to the researcher.

The researcher then anonymizes the data and analyzes it by looking for trends and patterns across the dataset. They may do this manually or use research tools to find similarities and differences in the responses of the research participants.

A simple questionnaire can take the form of a Likert scale which involves asking a research participant to circle their opinion on a set of pre-determined responses (e.g. ‘Very Likely, Likely, Unlikely, Very Unlikely’). Other questionnaires require participants to write detailed paragraphs responding to questions which can then be analyzed.

One benefit of surveys over interviews is that it’s easier to gather large datasets.

3. Control Group Analysis

Control group analyses involve separating research participants into two groups: the control group and the experimental group.

An intervention is applied to the experimental group. Researchers then observe the results and compare them to the control group to find out the effects of the intervention.

This sort of research is very common in medical research. For example, a new pill on the market might be used on two groups of sick patients to see whether the pill was effective in improving one group’s condition. If so, it may receive approval to go into the market.

4. Observation Studies

Observational studies involve the researchers entering a research setting and recording their naturalistic observations of what they see. These observations can then form the basis of a thesis.

Longer-term observation studies where the researcher is embedded in a community are called ethnographic studies.

Tools for observation studies include simple pen-and-paper written vignettes about a topic, recording with the consent of research participants, or using field measuring devices.

Observational studies in fields like anthropology can lead to rich and detailed explanations of complex phenomena through a process called thick description . However, they’re inherently qualitative, subjective , and small-case studies that often make it difficult to make future predictions or hard scientific findings.

Another research limitation is that the presence of the researcher can sometimes affect the behavior of the people or animals being observed.

Go Deeper: 15 Ethnography Examples

5. Focus Groups

Focus groups are similar to interviews, but involve small groups of research participants interacting with the interviewer and, sometimes, one another.

Focus group research is common, for example, in political research, where political parties commission independent research organizations to collect data about the electorate’s perceptions of the candidates. This can help inform them of how to more effectively position the candidate in advertising and press stops.

The biggest benefit of focus group studies is that they can gather qualitative information from a wider range of research participants than one-to-one interviews. However, the downside is that research participants tend to influence each others’ responses.

See More: Examples of Focus Groups

6. Online Surveys

Online surveys are similar in purpose to offline questionnaires and surveys, but have unique benefits and limitations.

Like offline surveys and questionnaires, they can be in the form of written responses, multiple choice, and Likert scales.

However, they have some key benefits including: capacity to cast a wide net, ease of snowball sampling, and ease of finding participants.

These strengths also present some potential weaknesses: poorly designed online surveys may be corrupted if the sample is not sufficiently vetted and only distributed to non-representative sample sets (of course, this can be offset, depending on the study design).

7. Action Research

Action research involves practitioners conducting just-in-time research in an authentic setting to improve their own practice. The researcher is an active participant who studies the effects of interventions.

It sits in contrast to other forms of primary research in this list, which are mostly conducted by researchers who attempt to detach themselves from the subject of study. Action research, on the other hand, involves a researcher who is also a participant.

Action research is most commonly used in classrooms, where teachers take the role of researchers to improve their own teaching and learning practices. However, action research can be used in other fields as well, particularly healthcare and social work.

Go Deeper: 21 Action Research Examples

8. Discourse and Textual Analysis

Discourse and textual analyses are studies of language and text. They could involve, for example, the collection of a selection of newspaper articles published within a defined timeframe to identify the ideological leanings of the newspapers.

This sort of analysis can also explore the language use of media to study how media constructs stereotypes. The quintessential example is the study of gender identities is Disney texts, which has historically shown how Disney texts promote and normalize gender roles that children could internalize.

Textual analysis is often confused as a type of secondary research. However, as long as the texts are primary sources examined from scratch, it should be considered primary research and not the analysis of an existing dataset.

Go Deeper: 21 Discourse Analysis Examples

9. Multimodal, Visual, and Semiotic Analysis

Discourse and textual analyses traditionally focused on words and written text. But with the increasing presence of visual texts in our lives, scholars had to come up with primary research studies that involved the analysis of multimodal texts .

This led to studies such as semiotics and multimodal discourse analysis. This is still considered primary research because it involves the direct analysis of primary data (such as pictures, posters, and movies).

While these studies tend to borrow significantly from written text analysis, they include methods such as social semiotic to explore how signs and symbols garner meaning in social contexts. This enables scholars to examine, for example, children’s drawings through to famous artworks.

Often, primary research is a more highly-regarded type of research than secondary research because it involves gathering new data.

However, secondary research should not be discounted: the synthesis, categorization, and critique of an existing corpus of research can reveal excellent new insights and help to consolidate academic knowledge and even challenge longstanding assumptions .

References for the mentioned studies (APA Style)

Atack, L., & Rankin, J. (2002). A descriptive study of registered nurses’ experiences with web‐based learning. Journal of Advanced Nursing , 40 (4), 457-465.

Baughcum, A. E., Burklow, K. A., Deeks, C. M., Powers, S. W., & Whitaker, R. C. (1998). Maternal feeding practices and childhood obesity: a focus group study of low-income mothers. Archives of pediatrics & adolescent medicine , 152 (10), 1010-1014.

Calvert, M., & Sheen, Y. (2015). Task-based language learning and teaching: An action-research study. Language Teaching Research , 19 (2), 226-244.

Coker, D. L., Farley-Ripple, E., Jackson, A. F., Wen, H., MacArthur, C. A., & Jennings, A. S. (2016). Writing instruction in first grade: An observational study. Reading and Writing , 29 (5), 793-832.

Cossrow, N. H., Jeffery, R. W., & McGuire, M. T. (2001). Understanding weight stigmatization: A focus group study. Journal of nutrition education , 33 (4), 208-214.

Costello, J. (2006). Dying well: nurses’ experiences of ‘good and bad’deaths in hospital. Journal of advanced nursing , 54 (5), 594-601.

Deckx, L., Mitchell, G., Rosenberg, J., Kelly, M., Carmont, S. A., & Yates, P. (2019). General practitioners’ engagement in end-of-life care: a semi-structured interview study. BMJ Supportive & Palliative Care .

Drew, C. (2013). Elitism for sale: Promoting the elite school online in the competitive educational marketplace. Australian Journal of Education , 57 (2), 174-184.

Erdener, M. A., & Knoeppel, R. C. (2018). Parents’ Perceptions of Their Involvement in Schooling. International Journal of Research in Education and Science , 4 (1), 1-13.

Felicia, O. (2021). A social semiotic analysis of gender power in Nigeria’s newspaper political cartoons. Social Semiotics , 31 (2), 266-281.

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Home » Research Report – Example, Writing Guide and Types

Research Report – Example, Writing Guide and Types

Table of Contents

Research Report

Definition:

Research Report is a written document that presents the results of a research project or study, including the research question, methodology, results, and conclusions, in a clear and objective manner.

The purpose of a research report is to communicate the findings of the research to the intended audience, which could be other researchers, stakeholders, or the general public.

Components of Research Report

Components of Research Report are as follows:

Introduction

The introduction sets the stage for the research report and provides a brief overview of the research question or problem being investigated. It should include a clear statement of the purpose of the study and its significance or relevance to the field of research. It may also provide background information or a literature review to help contextualize the research.

Literature Review

The literature review provides a critical analysis and synthesis of the existing research and scholarship relevant to the research question or problem. It should identify the gaps, inconsistencies, and contradictions in the literature and show how the current study addresses these issues. The literature review also establishes the theoretical framework or conceptual model that guides the research.

Methodology

The methodology section describes the research design, methods, and procedures used to collect and analyze data. It should include information on the sample or participants, data collection instruments, data collection procedures, and data analysis techniques. The methodology should be clear and detailed enough to allow other researchers to replicate the study.

The results section presents the findings of the study in a clear and objective manner. It should provide a detailed description of the data and statistics used to answer the research question or test the hypothesis. Tables, graphs, and figures may be included to help visualize the data and illustrate the key findings.

The discussion section interprets the results of the study and explains their significance or relevance to the research question or problem. It should also compare the current findings with those of previous studies and identify the implications for future research or practice. The discussion should be based on the results presented in the previous section and should avoid speculation or unfounded conclusions.

The conclusion summarizes the key findings of the study and restates the main argument or thesis presented in the introduction. It should also provide a brief overview of the contributions of the study to the field of research and the implications for practice or policy.

The references section lists all the sources cited in the research report, following a specific citation style, such as APA or MLA.

The appendices section includes any additional material, such as data tables, figures, or instruments used in the study, that could not be included in the main text due to space limitations.

Types of Research Report

Types of Research Report are as follows:

Thesis is a type of research report. A thesis is a long-form research document that presents the findings and conclusions of an original research study conducted by a student as part of a graduate or postgraduate program. It is typically written by a student pursuing a higher degree, such as a Master’s or Doctoral degree, although it can also be written by researchers or scholars in other fields.

Research Paper

Research paper is a type of research report. A research paper is a document that presents the results of a research study or investigation. Research papers can be written in a variety of fields, including science, social science, humanities, and business. They typically follow a standard format that includes an introduction, literature review, methodology, results, discussion, and conclusion sections.

Technical Report

A technical report is a detailed report that provides information about a specific technical or scientific problem or project. Technical reports are often used in engineering, science, and other technical fields to document research and development work.

Progress Report

A progress report provides an update on the progress of a research project or program over a specific period of time. Progress reports are typically used to communicate the status of a project to stakeholders, funders, or project managers.

Feasibility Report

A feasibility report assesses the feasibility of a proposed project or plan, providing an analysis of the potential risks, benefits, and costs associated with the project. Feasibility reports are often used in business, engineering, and other fields to determine the viability of a project before it is undertaken.

Field Report

A field report documents observations and findings from fieldwork, which is research conducted in the natural environment or setting. Field reports are often used in anthropology, ecology, and other social and natural sciences.

Experimental Report

An experimental report documents the results of a scientific experiment, including the hypothesis, methods, results, and conclusions. Experimental reports are often used in biology, chemistry, and other sciences to communicate the results of laboratory experiments.

Case Study Report

A case study report provides an in-depth analysis of a specific case or situation, often used in psychology, social work, and other fields to document and understand complex cases or phenomena.

Literature Review Report

A literature review report synthesizes and summarizes existing research on a specific topic, providing an overview of the current state of knowledge on the subject. Literature review reports are often used in social sciences, education, and other fields to identify gaps in the literature and guide future research.

Research Report Example

Following is a Research Report Example sample for Students:

Title: The Impact of Social Media on Academic Performance among High School Students

This study aims to investigate the relationship between social media use and academic performance among high school students. The study utilized a quantitative research design, which involved a survey questionnaire administered to a sample of 200 high school students. The findings indicate that there is a negative correlation between social media use and academic performance, suggesting that excessive social media use can lead to poor academic performance among high school students. The results of this study have important implications for educators, parents, and policymakers, as they highlight the need for strategies that can help students balance their social media use and academic responsibilities.

Introduction:

Social media has become an integral part of the lives of high school students. With the widespread use of social media platforms such as Facebook, Twitter, Instagram, and Snapchat, students can connect with friends, share photos and videos, and engage in discussions on a range of topics. While social media offers many benefits, concerns have been raised about its impact on academic performance. Many studies have found a negative correlation between social media use and academic performance among high school students (Kirschner & Karpinski, 2010; Paul, Baker, & Cochran, 2012).

Given the growing importance of social media in the lives of high school students, it is important to investigate its impact on academic performance. This study aims to address this gap by examining the relationship between social media use and academic performance among high school students.

Methodology:

The study utilized a quantitative research design, which involved a survey questionnaire administered to a sample of 200 high school students. The questionnaire was developed based on previous studies and was designed to measure the frequency and duration of social media use, as well as academic performance.

The participants were selected using a convenience sampling technique, and the survey questionnaire was distributed in the classroom during regular school hours. The data collected were analyzed using descriptive statistics and correlation analysis.

The findings indicate that the majority of high school students use social media platforms on a daily basis, with Facebook being the most popular platform. The results also show a negative correlation between social media use and academic performance, suggesting that excessive social media use can lead to poor academic performance among high school students.

Discussion:

The results of this study have important implications for educators, parents, and policymakers. The negative correlation between social media use and academic performance suggests that strategies should be put in place to help students balance their social media use and academic responsibilities. For example, educators could incorporate social media into their teaching strategies to engage students and enhance learning. Parents could limit their children’s social media use and encourage them to prioritize their academic responsibilities. Policymakers could develop guidelines and policies to regulate social media use among high school students.

Conclusion:

In conclusion, this study provides evidence of the negative impact of social media on academic performance among high school students. The findings highlight the need for strategies that can help students balance their social media use and academic responsibilities. Further research is needed to explore the specific mechanisms by which social media use affects academic performance and to develop effective strategies for addressing this issue.

Limitations:

One limitation of this study is the use of convenience sampling, which limits the generalizability of the findings to other populations. Future studies should use random sampling techniques to increase the representativeness of the sample. Another limitation is the use of self-reported measures, which may be subject to social desirability bias. Future studies could use objective measures of social media use and academic performance, such as tracking software and school records.

Implications:

The findings of this study have important implications for educators, parents, and policymakers. Educators could incorporate social media into their teaching strategies to engage students and enhance learning. For example, teachers could use social media platforms to share relevant educational resources and facilitate online discussions. Parents could limit their children’s social media use and encourage them to prioritize their academic responsibilities. They could also engage in open communication with their children to understand their social media use and its impact on their academic performance. Policymakers could develop guidelines and policies to regulate social media use among high school students. For example, schools could implement social media policies that restrict access during class time and encourage responsible use.

References:

• Kirschner, P. A., & Karpinski, A. C. (2010). Facebook® and academic performance. Computers in Human Behavior, 26(6), 1237-1245.
• Paul, J. A., Baker, H. M., & Cochran, J. D. (2012). Effect of online social networking on student academic performance. Journal of the Research Center for Educational Technology, 8(1), 1-19.
• Pantic, I. (2014). Online social networking and mental health. Cyberpsychology, Behavior, and Social Networking, 17(10), 652-657.
• Rosen, L. D., Carrier, L. M., & Cheever, N. A. (2013). Facebook and texting made me do it: Media-induced task-switching while studying. Computers in Human Behavior, 29(3), 948-958.

Note*: Above mention, Example is just a sample for the students’ guide. Do not directly copy and paste as your College or University assignment. Kindly do some research and Write your own.

Applications of Research Report

Research reports have many applications, including:

• Communicating research findings: The primary application of a research report is to communicate the results of a study to other researchers, stakeholders, or the general public. The report serves as a way to share new knowledge, insights, and discoveries with others in the field.
• Informing policy and practice : Research reports can inform policy and practice by providing evidence-based recommendations for decision-makers. For example, a research report on the effectiveness of a new drug could inform regulatory agencies in their decision-making process.
• Supporting further research: Research reports can provide a foundation for further research in a particular area. Other researchers may use the findings and methodology of a report to develop new research questions or to build on existing research.
• Evaluating programs and interventions : Research reports can be used to evaluate the effectiveness of programs and interventions in achieving their intended outcomes. For example, a research report on a new educational program could provide evidence of its impact on student performance.
• Demonstrating impact : Research reports can be used to demonstrate the impact of research funding or to evaluate the success of research projects. By presenting the findings and outcomes of a study, research reports can show the value of research to funders and stakeholders.
• Enhancing professional development : Research reports can be used to enhance professional development by providing a source of information and learning for researchers and practitioners in a particular field. For example, a research report on a new teaching methodology could provide insights and ideas for educators to incorporate into their own practice.

How to write Research Report

Here are some steps you can follow to write a research report:

• Identify the research question: The first step in writing a research report is to identify your research question. This will help you focus your research and organize your findings.
• Conduct research : Once you have identified your research question, you will need to conduct research to gather relevant data and information. This can involve conducting experiments, reviewing literature, or analyzing data.
• Organize your findings: Once you have gathered all of your data, you will need to organize your findings in a way that is clear and understandable. This can involve creating tables, graphs, or charts to illustrate your results.
• Write the report: Once you have organized your findings, you can begin writing the report. Start with an introduction that provides background information and explains the purpose of your research. Next, provide a detailed description of your research methods and findings. Finally, summarize your results and draw conclusions based on your findings.
• Proofread and edit: After you have written your report, be sure to proofread and edit it carefully. Check for grammar and spelling errors, and make sure that your report is well-organized and easy to read.
• Include a reference list: Be sure to include a list of references that you used in your research. This will give credit to your sources and allow readers to further explore the topic if they choose.
• Format your report: Finally, format your report according to the guidelines provided by your instructor or organization. This may include formatting requirements for headings, margins, fonts, and spacing.

Purpose of Research Report

The purpose of a research report is to communicate the results of a research study to a specific audience, such as peers in the same field, stakeholders, or the general public. The report provides a detailed description of the research methods, findings, and conclusions.

Some common purposes of a research report include:

• Sharing knowledge: A research report allows researchers to share their findings and knowledge with others in their field. This helps to advance the field and improve the understanding of a particular topic.
• Identifying trends: A research report can identify trends and patterns in data, which can help guide future research and inform decision-making.
• Addressing problems: A research report can provide insights into problems or issues and suggest solutions or recommendations for addressing them.
• Evaluating programs or interventions : A research report can evaluate the effectiveness of programs or interventions, which can inform decision-making about whether to continue, modify, or discontinue them.
• Meeting regulatory requirements: In some fields, research reports are required to meet regulatory requirements, such as in the case of drug trials or environmental impact studies.

When to Write Research Report

A research report should be written after completing the research study. This includes collecting data, analyzing the results, and drawing conclusions based on the findings. Once the research is complete, the report should be written in a timely manner while the information is still fresh in the researcher’s mind.

In academic settings, research reports are often required as part of coursework or as part of a thesis or dissertation. In this case, the report should be written according to the guidelines provided by the instructor or institution.

In other settings, such as in industry or government, research reports may be required to inform decision-making or to comply with regulatory requirements. In these cases, the report should be written as soon as possible after the research is completed in order to inform decision-making in a timely manner.

Overall, the timing of when to write a research report depends on the purpose of the research, the expectations of the audience, and any regulatory requirements that need to be met. However, it is important to complete the report in a timely manner while the information is still fresh in the researcher’s mind.

Characteristics of Research Report

There are several characteristics of a research report that distinguish it from other types of writing. These characteristics include:

• Objective: A research report should be written in an objective and unbiased manner. It should present the facts and findings of the research study without any personal opinions or biases.
• Systematic: A research report should be written in a systematic manner. It should follow a clear and logical structure, and the information should be presented in a way that is easy to understand and follow.
• Detailed: A research report should be detailed and comprehensive. It should provide a thorough description of the research methods, results, and conclusions.
• Accurate : A research report should be accurate and based on sound research methods. The findings and conclusions should be supported by data and evidence.
• Organized: A research report should be well-organized. It should include headings and subheadings to help the reader navigate the report and understand the main points.
• Clear and concise: A research report should be written in clear and concise language. The information should be presented in a way that is easy to understand, and unnecessary jargon should be avoided.
• Citations and references: A research report should include citations and references to support the findings and conclusions. This helps to give credit to other researchers and to provide readers with the opportunity to further explore the topic.

Advantages of Research Report

Research reports have several advantages, including:

• Communicating research findings: Research reports allow researchers to communicate their findings to a wider audience, including other researchers, stakeholders, and the general public. This helps to disseminate knowledge and advance the understanding of a particular topic.
• Providing evidence for decision-making : Research reports can provide evidence to inform decision-making, such as in the case of policy-making, program planning, or product development. The findings and conclusions can help guide decisions and improve outcomes.
• Supporting further research: Research reports can provide a foundation for further research on a particular topic. Other researchers can build on the findings and conclusions of the report, which can lead to further discoveries and advancements in the field.
• Demonstrating expertise: Research reports can demonstrate the expertise of the researchers and their ability to conduct rigorous and high-quality research. This can be important for securing funding, promotions, and other professional opportunities.
• Meeting regulatory requirements: In some fields, research reports are required to meet regulatory requirements, such as in the case of drug trials or environmental impact studies. Producing a high-quality research report can help ensure compliance with these requirements.

Limitations of Research Report

Despite their advantages, research reports also have some limitations, including:

• Time-consuming: Conducting research and writing a report can be a time-consuming process, particularly for large-scale studies. This can limit the frequency and speed of producing research reports.
• Expensive: Conducting research and producing a report can be expensive, particularly for studies that require specialized equipment, personnel, or data. This can limit the scope and feasibility of some research studies.
• Limited generalizability: Research studies often focus on a specific population or context, which can limit the generalizability of the findings to other populations or contexts.
• Potential bias : Researchers may have biases or conflicts of interest that can influence the findings and conclusions of the research study. Additionally, participants may also have biases or may not be representative of the larger population, which can limit the validity and reliability of the findings.
• Accessibility: Research reports may be written in technical or academic language, which can limit their accessibility to a wider audience. Additionally, some research may be behind paywalls or require specialized access, which can limit the ability of others to read and use the findings.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Advantages of Primary Research – Types & Advantages

Published by Jamie Walker at October 21st, 2021 , Revised On August 29, 2023

Are you confused between primary and secondary research ? Not sure whether primary research is the right choice for your research project? Don’t panic! This article provides the key advantages of primary research over secondary research so you can make an informed decision.

Primary research is a data collection method where the researcher gathers all the data him/herself without relying on data acquired in previous studies. That means the collected data can be used to investigate a specific problem or a relationship between different variables.

To carry out primary research, a profound analysis is required, which is one of the reasons why primary research tends to be so valuable.

There are many different types of primary research that can be performed, and it is essential to know the differences between them so you can be sure that you are choosing the right method for your research.

Some of the most common primary research methods include surveys, interviews, ethnographic research, and observations.

Primary research is a valuable research tool that allows researchers and academicians to improve the reliability and validity of their research. It not only facilitates your research work but also enables you to make a mark in your area of study. It is most commonly used when writing a dissertation, thesis, report, journal paper or business report.

Primary research provides researchers with a rich source of in-depth knowledge about a particular research topic. For example, a focus group asks specific questions about a topic. It guides the researcher in drafting their research questions and creating other tools for research.

This makes the material highly tailored to the needs of the primary researcher. Similarly, a survey will enable you to collect responses from the participants of the study against your research questions.

To read about the advantages of secondary research

To read about the disadvantages of secondary research

To read about the disadvantages of primary research .

Types of Primary Research

Primary research must be conducted where secondary data is irrelevant or insufficient and where real first hand data is required. There are four specific forms that researchers use for primary research.

• Interviews: Conduct the interview with the participants in small sitting using interview guide
• Focus group discussions:  Conduct small groups for discussion on a particular topic.
• Surveys: Using a brief questionnaire, participants were asked about their thoughts about the specific topic.
• Observations:  Observing and reckoning the surroundings, for example, people and other phenomena that can be observed.

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Advantages of Primary Research

• The data is drawn from first-hand sources and will be highly accurate and, perhaps that is the most significant advantage of primary research. The questions or experimental set-ups can be constructed as a unique method to achieve the research objectives.
• Doing so, ensures that the data you gather is related and relevant to the research you are conducting and is intended to address your research objectives.
• Primary research ought to be directed towards addressing the core problem or objective of the research study. In other words, there is a clearly defined problem and the design of the research, the data collection methods and the final data set can all be tailored to that problem.
• You can be sure that the collected data is aligned with your specific problem, improving the probability that the data will give you the desired responses. In other words, the data you will gather for your research will be concrete and unambiguous, and directly related to your research objectives.
• With primary data collection, you don’t need to modify the data collected (secondary data), by another researcher who may have a slightly different focus, because you are the owner of your own data.
• Maintaining this degree of scrutiny means that the data you collect from primary sources will be more pertinent and therefore more effective for your research. Since you will be in charge of the data, it is easier to regulate the time span, the scope and the volume of the dataset being used.

The main emphasis of primary research will be on the research topic . This research approach enables the researcher to address the problem and find the most appropriate responses. Moreover, this method is valid and has been tested thousands of times, which makes its use more reliable and increases the probability of obtaining valid data.

Once you understand the nature of primary research and what it entails, you can begin to understand the requirements of your own research project and discover how to locate the specific type of data that you need in order to address your research questions and prepare the best possible research work.

Need Help with Primary Research?

If you are a student, a researcher, or a business looking to collect primary data for a report, a dissertation, an essay, or another type of project, feel free to get in touch with us. You can also read about our primary data collection service here . Our experts include highly qualified academicians, doctors, and researchers who are sure to collect authentic, reliable, up to date and relevant sources for your research study.

Frequently Asked Questions

How to perform primary research.

Performing primary research involves:

• Defining research goals.
• Choosing methods (surveys, interviews, etc.).
• Designing tools and questions.
• Collecting data from sources directly.
• Analyzing data for insights.
• Drawing conclusions based on findings.

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Experimental research refers to the experiments conducted in the laboratory or under observation in controlled conditions. Here is all you need to know about experimental research.

Inductive and deductive reasoning takes into account assumptions and incidents. Here is all you need to know about inductive vs deductive reasoning.

Descriptive research is carried out to describe current issues, programs, and provides information about the issue through surveys and various fact-finding methods.

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In Tight Presidential Race, Voters Are Broadly Critical of Both Biden and Trump

3. feelings about the 2024 race for president, table of contents.

• The state of the 2024 presidential race
• Other findings: Biden’s job approval ticks up, Trump’s election-related criminal charges
• Educational differences in candidate support
• What are 2020 voters’ preferences today?
• How Biden’s supporters view his personal traits
• How Trump’s supporters view his personal traits
• Views of Biden’s presidency and retrospective evaluations of Trump’s time in office
• Attention to the candidates
• Does it matter who wins?
• What if voters could change the presidential ballot?
• How important is it for the losing candidate to publicly acknowledge the winner?
• 4. Joe Biden’s approval ratings
• Acknowledgments
• The American Trends Panel survey methodology
• Validated voters

• About half of voters (49%) say they have given a lot of thought to the candidates who are running in the 2024 presidential election – nearly identical to the share saying this at a similar point four years ago (51%).
• But the share who say “it really matters who wins” in November is 5 percentage points lower than it was in April 2020.
• And most voters say, if they it were up to them, they would replace at least one of the two likely nominees (Joe Biden and Donald Trump). About half say they’d replace both Biden and Trump on the ballot.

Today, Trump and Biden supporters are about equally likely to say they’ve given a lot of thought to the presidential candidates. About half of Trump’s and Biden’s supporters say they have given a lot of thought to their options.

In April 2020, about half of voters said they had given “a lot” of thought to the candidates. But Biden’s supporters – fresh off the heels of a competitive primary – were more likely than Trump’s supporters to say they had thought a lot about the candidates (58% vs. 48%).

Today, 69% of voters say “it really matters who wins” the presidential election. Just 8% say it doesn’t really matter who wins, and roughly a third fall somewhere in between. However, the share of voters who say it really matters is 5 points lower than it was in April 2020, when 74% of voters said it really mattered. Both Trump and Biden supporters are lower on this measure today than four years ago.

Though both Biden and Trump have received enough delegates in the 2024 presidential primaries to secure their respective party’s nominations for president , most voters say they would like to replace at least one of them on the ballot.

• 49% of voters say that, if they had the ability to decide the major party candidates for the 2024 presidential election, they would replace both Trump and Biden with different candidates.
• 16% say they would keep Biden but replace Trump with a different Republican.
• A similar share (18%) say they would keep Trump but replace Biden with a different Democrat.
• Another 15% of voters say they would keep the contest as is.

Demographic and political differences

There are demographic differences in desired changes to the ballot. To some extent, these are associated with voting preferences.

Biden supporters are much more likely than Trump supporters to say they’d replace both candidates if they could (62% of Biden’s supporters say this, compared with 35% of Trump’s). In contrast, Trump’s voters are much more likely than Biden’s to say they’d keep both(27% of Trump supporters vs. 4% of Biden supporters). Roughly similar shares (about a third each) of each candidate’s supporters say they would keep only their candidate and replace the other.

Younger voters are more likely than older voters to desire ballot changes. Roughly two-thirds of voters under 30 say they would replace both Biden and Trump on the 2024 ballot. This compares with a narrower majority of those ages 30 to 49 (54%) and smaller shares of those 50 to 64 (46%) and those 65 and older (40%).

The gap between younger and older voters is far wider among Biden’s backers:

• Nearly three-quarters of Biden supporters under 50 (73%) say they would replace both candidates. Among Biden supporters ages 50 and older, about half say they would replace both Biden and Trump (53%). In both age groups, most of those who do not want to replace both candidates say they would keep only Biden.
• Among Trump supporters, 38% of those under 50 would replace both, compared with 33% of those 50 and older. Older Trump supporters are roughly twice as likely as younger Trump supporters to say they’d keep both candidates on the ballot (32% vs. 18%). Older Trump backers are more likely than younger ones to say they’d keep Trump but replace Biden (41% vs. 33%).

Among each candidate’s supporters, those with a four-year college degree are more likely than those with less education to say they would replace both candidates if they could.

Most voters continue to say it is at least somewhat important for the losing candidate to publicly acknowledge the winner as the legitimate president of the country.

Over the past eight years, a majority of voters – regardless of who they supported for president – have said it was at least somewhat important that the losing candidate in a presidential race acknowledge the winner.

But the degree to which Trump’s supporters have said this is important has shifted over the past eight years.  As the 2016 presidential election neared, Trump’s supporters became less likely to say it was important for the losing candidate to concede than they were earlier in the fall: The share who said it was very important for the loser to acknowledge the winner as the legitimate president declined by 20 percentage points between October 2016 and the eve of the November 2016 election.

In the spring of 2020, as Trump ran for reelection, 66% said this was very important.

Today, 44% of Trump’s supporters say it is very important for the losing candidate to concede. This compares with 77% of Biden’s supporters.

While there have been shifts among Clinton and Biden supporters during the same period, these changes have been much more modest. Majorities have said it is very important for the losing candidate to acknowledge the winner.

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More From Forbes

Ai leaders and laggards: insights from netapp’s cloud complexity report.

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The latest Cloud Complexity Report from NetApp offers a compelling glimpse into the evolving landscape of AI adoption and cloud infrastructure across industries and regions. The findings point to a growing divide between AI leaders and AI laggards, with clear implications for business strategy and competitiveness in the digital age.

I had the opportunity to talk with NetApp’s chief marketing officer, Gabie Boko, and chief technical officer for cloud, Jonsi Stefansson, about what they learned from the report (you can watch a recording of our conversation on LinkedIn).

Ms. Boko told me last year's report revealed challenges with IT organizations focused on leadership pressure to reduce costs and speed time to ROI while managing data-dependent workloads, especially in hybrid multi-cloud environments.

It's not surprising, she told me, that this year's research showed that global priorities have shifted while progress is being made. A significant shift is the increasing urgency to build and deploy AI at scale, which is now a driving force for cloud adoption.

Perhaps not surprisingly, these AI workloads also create much of the cloud complexity IT teams need to navigate.

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The trump media stock price djt is about to adjust down by 22 7, sh gun episode 10 review a powerful finale but not what i was expecting, the ai divide.

NetApp found a significant gap in AI adoption, readiness, and deployment among different regions, industries, and company sizes. This divide separates AI leaders—those actively leveraging AI at scale—from AI laggards, those who are slower to adopt or implement AI technologies.

For example, some industries, like technology, banking and financial services, and manufacturing, lead on the AI adoption curve. The technology sector boasts the highest adoption rates, with 70% of AI projects in pilot or production phases.

Meanwhile, industries like healthcare and media and entertainment lag with much lower adoption rates. The report points to challenges in integrating AI or regulatory constraints.

There are similar differences when looking at AI adoption from a geography-based perspective. NetApp found that AI leaders are typically concentrated in countries with advanced technology infrastructure, such as India, Singapore, the UK, and the USA. About 60% of AI projects in these regions are already operational or in pilot.

Conversely, AI-lagging countries, such as Spain, Australia/New Zealand, Germany, and Japan, have only about 36% of AI projects in similar stages.

The AI divide demonstrates that while some regions, industries, and larger companies embrace AI's potential, others need to catch up, or face barriers to adoption. Addressing this divide requires a concerted effort to support AI innovation, improve infrastructure, and encourage broader adoption across various sectors and regions.

Analyst’s Take

NetApp's research covers far more than just AI. It discusses the operational concerns facing IT organizations, touching on everything from cloud ops to cybersecurity, governance, and compliance.

The report contains a lot of insightful data , all clearly revealing that managing a hybrid-cloud infrastructure, despite all its benefits, continues to be a complex undertaking.

Addressing the challenges of deploying and managing IT infrastructure requires working with a robust set of trusted partners. Given that modern digital transformation is a data-first endeavor, it makes sense that NetApp, a company whose roots lay in solving enterprise data challenges, sponsors efforts like the Cloud Complexity Report. It’s precisely this type of primary research that allows technology companies to provide the solutions most needed by IT organizations.

Overall, the Cloud Complexity Report paints a picture of a rapidly evolving AI landscape, one divided into leaders and laggards. As global companies increase investments in AI and cloud infrastructure, those who fail to keep pace risk falling behind in an increasingly competitive market. The message is clear: to thrive in the age of AI, businesses must prioritize unified data infrastructure and robust cloud strategies.

Disclosure: Steve McDowell is an industry analyst, and NAND Research is an industry analyst firm that engages in, or has engaged in, research, analysis and advisory services with many technology companies, including those mentioned in this article. Mr. McDowell does not hold any equity positions with any company mentioned in this article.

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Poll: Election interest hits new low in tight Biden-Trump race

The share of voters who say they have high interest in the 2024 election has hit a nearly 20-year low at this point in a presidential race, according to the latest national NBC News poll , with majorities holding negative views of both President Joe Biden and former President Donald Trump.

The poll also shows Biden trimming Trump’s previous lead to just 2 points in a head-to-head contest, an improvement within the margin of error compared to the previous survey, as Biden bests Trump on the issues of abortion and uniting the country, while Trump is ahead on competency and dealing with inflation.

And it finds inflation and immigration topping the list of most important issues facing the country, as just one-third of voters give Biden credit for an improving economy.

But what also stands out in the survey is how the low voter interest and the independent candidacy of Robert F. Kennedy Jr. could scramble what has been a stable presidential contest with more than six months until Election Day. While Trump holds a 2-point edge over Biden head to head, Biden leads Trump by 2 points in a five-way ballot test including Kennedy and other third-party candidates.

“I don’t think Biden has done much as a president. And if Trump gets elected, I just feel like it’s going to be the same thing as it was before Biden got elected,” said poll respondent Devin Fletcher, 37, of Wayne, Michigan, a Democrat who said he’s still voting for Biden.

“I just don’t feel like I have a candidate that I’m excited to vote for,” Fletcher added.

Another poll respondent from New Jersey, who declined to provide her name and voted for Biden in 2020, said she wouldn’t be voting in November.

“Our candidates are horrible. I have no interest in voting for Biden. He did nothing. And I absolutely will not vote for Trump,” she said.

Democratic pollster Jeff Horwitt of Hart Research Associates, who conducted the survey with Republican pollster Bill McInturff of Public Opinion Strategies, said, “Americans don’t agree on much these days, but nothing unites the country more than voters’ desire to tune this election out.”

The poll was conducted April 12-16, during yet another turbulent time in American politics, including the  beginning of Trump’s criminal trial  in New York and new attacks and heightened tensions  in the Middle East.

According to the poll, 64% of registered voters say they have high levels of interest in November’s election — registering either a “9” or a 10” on a 10-point scale of interest.

That’s lower than what the NBC News poll showed at this time in the 2008 (74%), 2012 (67%), 2016 (69%) and 2020 (77%) presidential contests.

The question dates to the 2008 election cycle. The lowest level of high election interest in the poll during a presidential cycle was in March 2012 — at 59%. But it quickly ticked up in the next survey.

This election cycle, high interest has been both low and relatively flat for months, according to the poll.

McInturff, the Republican pollster, says the high level of interest in the poll has “always been a signal for the level of turnout” for a presidential contest.

“It makes it very hard for us to predict turnout this far in advance of November, but every signal is turnout will be a lower percentage of eligible voters than in 2020,” he said.

By party, the current poll shows 70% of self-identified Republicans saying they have high interest in the coming election, compared with 65% of Democrats who say so.

Independents are at 48%, while only 36% of voters ages 18 to 34 rate themselves as highly interested in the election.

“They just aren’t low interest,” McInturff said of young voters. “They are off-the-charts low.”

NBC News poll: Frequently asked questions

Professional pollsters at a Democratic polling firm (Hart Research Associates) and a Republican firm (Public Opinion Strategies) have worked together to conduct and operate this poll since 1989. (Coldwater Corporation served as the Republican firm from 1989-2004.)

The polling firms employ a call center, where live interviewers speak by cell phone and telephone with a cross section of (usually) 1,000 respondents. The respondents are randomly selected from national lists of households and cell numbers. Respondents are asked for by name, starting with the youngest male adult or female adult in the household.

One of the common questions that critics ask of polls is, "I wasn't interviewed, so why should this poll matter?” By interviewing 1,000 respondents and applying minimal weights based on race, ethnicity, age, gender, education and the 2020 presidential vote, the poll achieves a representative sample of the nation at large – with a margin of error at a 95% confidence level.

NBC News editors and reporters — along with the pollsters at Hart Research and Public Opinion Strategies — all work to formulate the questions to try to capture the news and current events NBC is trying to gauge. Both Hart Research and Public Opinion Strategies work to ensure the language and placement of the questions are as neutral as possible.

Biden trims Trump’s lead

The poll also finds Trump narrowly ahead of Biden by 2 points among registered voters in a head-to-head matchup, 46% to 44% — down from Trump’s 5-point advantage in January, 47% to 42%.

The movement, which is within the poll’s margin of error of plus or minus 3.1 percentage points, is consistent with what other national polls have found in the Trump-Biden race.

Trump’s biggest advantages are among men (53% to 37%), white voters (54% to 37%) and white voters without college degrees (65% to 25%).

Biden’s top advantages are among Black voters (71% to 13%), women (50% to 39%) and Latinos (49% to 39%).

The poll shows the two candidates are essentially tied among independents (Biden 36%, Trump 34%) and voters ages 18-34 (Biden 44%, Trump 43%). One of the big polling mysteries this cycle is whether young voters have defected from Biden (as the NBC News poll has found over multiple surveys) or whether Democrats have maintained their advantage among that demographic.

When the ballot is expanded to five named candidates, Biden takes a 2-point lead over Trump: Biden 39%, Trump 37%, Kennedy 13%, Jill Stein 3% and Cornel West 2%.

Again, the result between Biden and Trump is within the poll’s margin of error.

Notably, the poll finds a greater share of Trump voters from the head-to-head matchup supporting Kennedy in the expanded ballot compared with Biden voters, different from the results of some other surveys.

(Read more here about how Kennedy's candidacy affe cts the 2024 race, according to the poll.)

The president’s approval rating ticks up to 42%

In addition, the poll found 42% of registered voters approving of Biden’s overall job performance — up 5 points since January’s NBC News poll, which found Biden at the lowest point of his presidency.

Fifty-six percent of voters say they disapprove of the job he has done, which is down 4 points from January.

Biden’s gains over the past few months have come from key parts of his 2020   base, especially among Democrats and Black voters. But he continues to hold low ratings among Latinos (40% approval), young voters (37%) and independents (36%).

“The data across this poll show that Joe Biden has begun to gain some ground in rebuilding his coalition from 2020,” said Horwitt, the Democratic pollster. “The question is whether he can build upon this momentum and make inroads with the groups of voters that still are holding back support.”

But McInturff, the GOP pollster, points out that the only recent presidents   who lost re-election had approval ratings higher than Biden’s at this point in the election cycle: George H.W. Bush (43%) and Trump (46%).

“President Biden has a precarious hold on the presidency and is in a difficult position as it relates to his re-election,” McInturff said.

On the issues, 39% of voters say they approve of Biden’s handling of the economy (up from 36% in January), 28% approve of his handling of border security and immigration, and just 27% approve of his handling of the Israel-Hamas war (down from 29% in January).

Voters gave Biden his highest issue rating on   addressing student loan debt, with 44% approving of his handling of the issue, compared with 51% who say they disapprove.

Biden leads on abortion and unity; Trump leads on inflation and competency

The NBC News poll asked voters to determine which candidate they thought is better on several different issues and attributes.

Biden holds a 15-point advantage over Trump on dealing with the issue of abortion, and he is ahead by 9 points on having the ability to bring the country together — though that is down from his 24-point advantage on that issue in the September 2020 NBC News poll.

Trump, meanwhile, leads in having the ability to handle a crisis (by 4 points), in having a strong record of accomplishments (by 7 points), in being competent and effective (by 11 points), in having the necessary mental and physical health to be president (by 19 points) and in dealing with inflation and the cost of living (by 22 points).

Inflation, immigration are the top 2024 issues

Inflation and the cost of living top the list of issues in the poll, with 23% of voters saying they’re the most important issue facing the country.

The other top voters is   immigration and the situation at the border (22%) — followed by   threats to democracy (16%), jobs and the economy (11%), abortion (6%) and health care (6%).

In addition, 63% of voters say their families’ incomes are falling behind the cost of living — essentially unchanged from what the poll found in 2022 and 2023.

And 53% of voters say the country’s economy hasn’t improved, compared with 33% who say that it has improved and that Biden deserves some credit for it and another 8% who agree the economy has improved but don’t give him credit for it.

“If I look back to when I had all three of my children in the house — we only have one child left in the house now, and we’re spending more now than what we did when we had a family of five,” said poll respondent Art Fales, 45, of Florida, who says he’s most likely voting for Trump.

But on a separate question — is there an issue so important that you’ll vote for or against a candidate solely on that basis? — the top responses are protecting democracy and constitutional rights (28%), immigration and border security (20%) and abortion (19%).

Indeed, 30% of Democrats, 29% of young voters and 27% of women say they are single-issue voters on abortion.

“I have a right to what I do with my body,” said poll respondent Amanda Willis, 28, of Louisiana, who said she’s voting for Biden. “And I don’t believe that other people should have the ability to determine that.”

Other poll findings

• With Trump’s first criminal trial underway, 50% of voters say he is being held to the same standard as anyone else when it comes to his multiple legal challenges. That compares with 43% who believe he’s being unfairly targeted in the trials. 
• 52% of voters have unfavorable views of Biden, while 53% share the same views of Trump.
• And Democrats and Republicans are essentially tied in congressional preference, with 47% of voters preferring Republicans to control Congress and 46% wanting Democrats in charge. Republicans held a 4-point lead on this question in January.

The NBC News poll of 1,000 registered voters nationwide — 891 contacted via cellphone — was conducted April 12-16, and it has an overall margin of error of plus or minus 3.1 percentage points.

Mark Murray is a senior political editor at NBC News.

Sarah Dean is a 2024 NBC News campaign embed.

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Tire Crumb Exposure Characterization Report (Volumes 1 and 2)

To help address concerns raised by the public about potential exposures and health effects due to the use of recycled tire rubber used on fields as infill material, the Centers for Disease Control and Prevention/Agency for Toxic Substances and Disease Registry (CDC/ATSDR) and the U.S. Environmental Protection Agency (EPA), in collaboration with the Consumer Product Safety Commission (CPSC), launched a multi-agency research effort in February 2016 called the Federal Research Action Plan on the Use of Tire Crumbs in Playing Fields and Playgrounds (FRAP).

In April 2024, EPA and CDC/ATSDR released the Synthetic Turf Field Recycled Tire Crumb Rubber Characterization Research Final Report: Part 2 -Tire Crumb Rubber Exposure Characterization. This report is part of the FRAP and is an effort to characterize the chemicals associated with tire crumb rubber and to identify the ways in which people may be exposed to those chemicals based on their activities on synthetic turf fields and playgrounds.  The Part 1 Tire Crumb Rubber Characterization Research Report from EPA and CDC/ATSDR, which was released in 2019, summarizes results for the physical, chemical, and microbiological characterization for tire crumb rubber used on synthetic turf fields.

The Part 2 Tire Crumb Rubber Exposure Characterization from EPA and CDC/ATSDR summarizes an exposure characterization and pilot-scale exposure measurements study that included collection of both indoor and outdoor field, personal, and biomarker samples for indicators of exposures; questionnaire and video-based activity assessments; and exposure modeling assessments. CDC/ATSDR completed a supplemental biomonitoring study, which is part of the Tire Crumb Exposure Characterization Report. The Part 2 report consists of two volumes; Volume 1 contains the results from the pilot exposure characterization research study and Volume 2 contains the results from the supplemental biomonitoring study, quality control/quality assurance assessments, and information about methods.

Part 1 and Part 2 reports underwent a letter external peer review by independent experts. The response to external peer review comments can be found below. The supplemental biomonitoring study (Part 2, Appendix A) was separately peer reviewed through CDC/ATSDR. 

Synthetic Turf Field Recycled Tire Crumb Rubber Research Under the Federal Research Action Plan Final Report Part 2 – Exposure Characterization

TCRS Exposure Characterization Volume 1 (pdf) (5.8 MB, 4/16/2024, EPA/600/R24/020.1)

TCRS Exposure Characterization Volume 2 (pdf) (48.7 MB, 4/16/2024, EPA/600/R24/020.2)

TCRS Responses to External Peer Review Comments (pdf) (1.1 MB, 4/16/2024)

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