primary research interviews advantages and disadvantages

• Skip to primary navigation
• Skip to main content
• Skip to footer

Better Knowledge. Your Insight Is Sharper

Primary Research: Methods, Advantages, and Disadvantages

Updated on April 15, 2022 by Ahmad Nasrudin

What’s it:  Primary research is a type of research where the researcher directly takes data from the original source. In other words, researchers are the first to collect data.

Data may be qualitative or quantitative information. Qualitative information cannot be measured, calculated, and described using numbers, such as education, gender, preferences, or respondents’ opinions. Meanwhile, qualitative information has a value that can be measured by numbers, such as income or the number of products purchased per month.

Researchers may collect data on their own. Or, they hire a third party to do research on their behalf. The main advantage of primary research is that data quality is more guaranteed. But it can also be expensive to do.

Difference between primary research and secondary research

Based on data sources, research falls into two types:

• Primary research or field research
• Secondary research or desk research

If primary research collects data from original sources directly, secondary research relies on existing data. It may come from external parties such as reports from other companies, government institutions, research agencies, or international organizations.

Although cheaper, researchers cannot confirm the quality of secondary data. They have no control over the sampling process and data collection. Data may not be up to date due to more time lag between data collection and publication results. For some time series data, they may not be updated regularly.

Primary research methods

There are four primary research methods:

Focus group

Observation.

In the survey, the researcher collected data from a predetermined group of respondents (sample). Topics vary depending on the research objectives. In consumer research, for example, it might examine the attitudes, impressions, opinions, and levels of consumer satisfaction with a product or brand.

Before doing the survey, researchers determined which samples to take. The process we call sampling , which falls into two categories:

• Random sampling.  Here, the sample has the same chance of being selected. Examples of methods are simple random sampling, systematic random sampling, stratified random sampling and cluster random sampling, and multi-stage random sampling.
• Non-random sampling . Under this approach, the sample chances of being selected are unequal. The methods are quota sampling, convenience sampling, snowball sampling, judgmental sampling, and self-selection.

After determining a sample, researchers conducted a survey, either by themselves or through a third party on their behalf. In addition to meeting face to face with respondents, researchers may do so by telephone or online channels such as email. For direct consumer research, they ask consumers or potential customers directly, usually using a questionnaire.

The questionnaire usually contains some quantitative or qualitative information. The initial page may contain questions about the consumer’s background, such as education, number of family members, and income. The next section contains some key questions to answer the objectives of the study.

The questions in the questionnaire might be:

• Closed question
• Open question

In closed questions, researchers provide alternative answers, and the respondent chooses the appropriate answer. The main advantage of closed questions is that the results are easy and fast to process and analyze. However, the weakness is that the answers are developed from the researchers’ perspective rather than the respondent. Thus, it has less room to explain the reasons behind consumer answers.

Meanwhile, in open questions, alternative answers are unavailable. Researchers encourage respondents to provide their own answers, thus providing opportunities to dig deeper into information. But, unfortunately, answers will vary between respondents. They would be challenging to compose and represent numerically.

An interview is similar to a survey, in which the researcher interacts directly with the respondent. It may be over the phone or in person. The interview process can be conducted anywhere, whether on the street or at home, depending on the sample selected.

However, instead of relying on a few closed questions, interviews mostly relied on open-ended questions. They delved deeper into the answers of respondents. Unlike surveys, the interviewer does not have a guide, resulting in more bias in asking questions. To avoid bias, they may carry notes with questions to ask.

In this case, the researcher gathered several people to discuss a problem. They may be consumers or experts.

Discussion topics vary depending on the type of research. It might be about a new product, service, advertisement, or style of packaging. The researcher then posed these questions to group members and encouraged them to actively discuss their responses.

All group members are free to give their point of view. Here, the researcher usually acts as the discussion leader and records or notes the critical points.

The main advantage of focus groups is that the information is more realistic and accurate. Because they involve respondents with similar characteristics, their answers or opinions may be less biased than the responses to individual interviews or questionnaires. Group members are free to state their opinions rather than simply answering questions as in surveys and interviews.

However, this method also has drawbacks. Members may be passive in the discussion, so the researcher takes a dominant role, thus influencing too much discussion. That will lead to biased conclusions in the end.

Observation does not involve direct interaction with respondents. Instead, the researcher watches and observes the respondents and makes notes about them. Take an example, customer behavior research at a retail store. The researcher might note the number of visitors, their gender, what products they first turn to when they enter the store, what they put in a shopping cart, what they pay at the checkout, and how much.

This research is relatively inexpensive because the researcher does not ask the respondents one by one. Instead, they determined several observation locations to retrieve information.

However, a major drawback of observational research is the relatively limited amount of information. Also, bias often occurs. For example, in an observation at a retail store, visitors may show an unnatural attitude when they know they are being watched. They try to show their ideal self instead of behaving as usual.

Disadvantages of primary research 

Some of the advantages of primary research are:

More up to date.  The researcher collects data at the time were needed. This is different from secondary data, where there is more time lag between data collection and publication. Besides, researchers can also update data regularly, as needed.

More relevant . Researchers take data by the objectives and questions they want to answer. For example, if they studied the shopping habits of consumers aged 20-30 years, they could determine a suitable sample.

In contrast, the available secondary data may only be for consumers aged 20-25 years. So, taking secondary data for research becomes less relevant.

Confidential.  Only researchers have access to data. Other people cannot use it without their permission.

Also, researchers can sell data to other parties for money. It is one of the business models of several research companies. They collect some primary data and sell it to several clients. They incur a one-time cost but can sell the same data to multiple parties.

More controllable.  Indeed, primary research is also biased. However, some of it is within the control of researchers. For example, in choosing a sample, they control the selected respondents and the data collected, so they are more representative. That is difficult to get from secondary data.

Disadvantages of primary research

Drawbacks of primary research are:

Expensive . Researchers have to spend more to get to the data. The amount depends on the preparation or the primary research method used. The number and geographic reach of respondents also affect costs. For example, in a survey, the costs may be higher and include surveyor wages, data entry fees, and questionnaire printing costs.

Time-consuming.  Surveys and interviews, for example, may take several days, depending on the number of respondents. After the data is obtained, the researcher must enter the data, clean it, and put it in a database. They may also have to classify answers to some open-ended questions. On the other hand, secondary data is faster to obtain, process, and analyze.

Lower variety.  Primary data contains only the topics under study. In contrast, secondary data is more varied because it comes from various sources.

Invalid sample.  Sampling errors render work pointless. Although there were no problems with the questionnaire or respondent’s answers, an unrepresentative sample produced biased conclusions. So, choosing the right sample is the initial and critical stage of the research.

5 NEW ARTICLES

Private Savings: Formula and Explanation

What's it: Private savings equal to the sum of household and business savings. And savings

How to Handle and Resolve Stakeholder Conflicts

Stakeholders have different interests and goals, which are often contradictory. Stakeholder

Where Do Comparative Advantages Come From?

The comparative advantage stems from the ability to produce goods and services at low opportunity

What are the Benefits of International Trade?

Increased access to cheaper and more varied goods and services is key benefits of international

What is the Capital Budgeting Process?

In simple terms, the capital budgeting process involves generating ideas, making proposals about

5 TRENDING ARTICLES

• Socio-cultural Factors: Examples and How They Impact Business
• Business Size: Definition, Measurement, Classification
• Span of Control: Importance, Types, Advantages, Disadvantages
• Values, Attitudes and Lifestyles (VALS): Categories and Why They Matter
• Government Intervention: Examples, Reasons, and Impacts

EXPLORE MORE

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

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!

LEARN MORE         FREE TRIAL

MORE LIKE THIS

21 Best Customer Advocacy Software for Customers in 2024

Apr 19, 2024

10 Quantitative Data Analysis Software for Every Data Scientist

Apr 18, 2024

11 Best Enterprise Feedback Management Software in 2024

17 Best Online Reputation Management Software in 2024

Apr 17, 2024

Other categories

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Uncategorized
• Video Learning Series
• What’s Coming Up
• Workforce Intelligence

Primary Research: Methods and Best Practices

Introduction

What is the definition of primary research, what are examples of primary research, primary vs. secondary research, types of primary research, when to use primary research.

Conducting research involves two types of data: primary data and secondary data . While secondary research deals with existing data, primary research collects new data . Ultimately, the most appropriate type of research depends on which method is best suited to your research question .

While this article discusses the difference between primary and secondary research, the main focus is on primary research, the types of data collected through primary research, and considerations for researchers who conduct primary research.

Simply put, researchers conduct primary research to gather new information. When existing data cannot address the research inquiry at hand, the researcher usually needs to collect new data to meet their research objectives.

How do you identify primary research?

Primary research uses collected data that hasn't been previously documented. Primary research typically means collecting data straight from the source (e.g., interviewing a research participant, observing a cultural practice or phenomenon firsthand).

Note that other divides that you should also consider include that of collecting quantitative or qualitative data , and of conducting basic or applied research . Each of these dimensions informs and is informed by your research inquiry.

What are the advantages of primary research?

New data, particularly that which addresses a research gap, can contribute to a novel inquiry and prove compelling to the research audience. When a researcher conducts a literature review and generates a problem statement for their research, they can identify what new data needs to be collected and what primary research method can be used to collect it.

Primary research studies ultimately contribute to theoretical developments and novel insights that an analysis of existing data might not have identified. Research publications in some fields may place a premium on primary research for its potential to generate new scientific knowledge as a result.

What are the disadvantages of primary research?

Primary research is time-consuming and potentially expensive to conduct, considering the equipment and resources needed to collect new data as well as the time required to engage with the field and collect data.

Moreover, primary research relies on new data that has yet to be documented elsewhere, meaning that the research audience is less familiar with the primary data being presented. This might raise issues of transparency and research rigor (e.g., how does the audience know that the data they are shown is trustworthy?).

Primary research is common in various fields of research. Let's look at some typical examples of primary research in three different areas.

Education research

Teaching and learning is a field that relies on evidence-based data to make policy recommendations affecting teachers, learning materials, and even classroom requirements. As a result, there are countless methods for collecting relevant data on the various aspects of education.

Observations , interviews , and assessments are just some of the primary research methods that are employed when studying education contexts. Education research acknowledges the full variety of situated differences found in the diversity of learners and their schooling contexts. This makes collecting data that is relevant to the given context and research inquiry crucial to understanding teaching and learning.

Market research

Businesses often rely on primary research to understand the target market for their products and services. Since competing businesses tend not to share research on customer insights with each other, primary research collecting original data can be a necessity.

Focus groups , surveys , and user research are typical research tools employed by businesses. Within market research, the goal is typically to understand customers' preferences and use cases for specific products and services.

Cultural studies

Fields such as anthropology and sociology count on primary research for understanding cultures and communities. Ethnographic research acknowledges that thick description of cultures and phenomena is more meaningful than only generating universal theories, making the collection of primary data essential to understanding the full diversity of the social world.

Researchers examining culture often collect data through interviews, observations, and photovoice, among other research methods. These methods look at the social world through the eyes of the research participants to generate an immersive view of cultures and groups with which audiences may not be familiar.

Insights from data are at your fingertips with ATLAS.ti

See how our powerful data analysis interface can help you make sense of data. Start with a free trial.

Primary research data stands in contrast to secondary research data, which is any data that has been previously collected and documented. In some situations, existing data may be abundant and available, making secondary research a more feasible approach to generating theory and identifying key insights.

Secondary research methods are employed in all fields of research. Market researchers conduct secondary research when there is already existing data about a target market. In particular, secondary market research might look at previous trends in the popularity of products to make predictions about the demand for new products.

Scholarly researchers can use secondary sources such as corpora, news articles, and online videos to make assertions about language and culture. Analytical approaches such as discourse analysis and content analysis can be well suited to analyzing data collected through secondary research methods.

Ultimately, primary and secondary research go hand in hand. The main function of research in building knowledge does not necessarily depend on the use of primary data collection . Rather, it is a matter of whether data needs to be collected in order to address your research inquiry, or relevant data already exists and you can access it.

There are many research methods used to collect data for primary research. The research method that works best for you depends on what you are looking to do with your research project.

This section lists some of the common primary data collection methods that researchers rely on.

One-on-one interviews are useful for capturing perspectives from research participants. Direct interactions can tell researchers what perspectives their research participants have and the thinking behind those perspectives.

Interview research is a complex and detailed methodology that includes several types of interviews to suit various research inquiries. Researchers can choose between structured interviews , semi-structured interviews , and unstructured interviews , depending on the nature of interaction they are looking to establish.

Focus groups

Focus groups are discussions that involve multiple research participants and are led by a moderator. Similar to interviews, the primary goal is to gather information about people's perspectives. Yet focus groups are distinct, because they can capture how people interact and build meaning when discussing a particular topic.

Market researchers may consider conducting a focus group discussion when they want to know more about how a particular group feels about a product or service. Researchers in linguistics and anthropology might be interested in observing how a group of people construct meaning with each other.

Observations

In research involving naturalistic inquiry and the social world, the researcher can gather information directly from the field through observational research methods . Primary data takes the form of field notes , audio and video recordings , their resulting transcripts , and even images of objects of interest.

For quantitative research inquiries, observation entails measuring the amount of activity or the frequency of particular phenomena. Qualitative observations look for patterns in cultural or social practices and document significant events in the field.

When the objective is to capture perspectives from large numbers of people, surveys are a good research method for collecting novel data. In-person questionnaires and online surveys can be used to quickly collect data at scale.

Surveys are used for conducting primary research in both quantitative and qualitative research . The structure of survey questions provide data that can be measured quantitatively, while open-ended survey responses require qualitative data analysis .

Experiments

While the above methods emphasize or are involved with naturalistic inquiry, experiments are a different form of primary research that is far more controlled. When you want to understand the relationship between various elements in a certain context (e.g., the effect of water and fertilizer on plant growth), a controlled experiment is a typical research approach to empirically establish scientific knowledge.

Experiments focus on a specific set of factors from the research phenomenon to understand causal relationships between variables. Experiments are a common primary research method in physical sciences, but they are also extensively used in psychology, education, and political science, among other areas.

The decision to conduct a primary or secondary study is a question of whether existing data is sufficient to satisfy the research inquiry at hand. Where data does not exist, primary research should be conducted.

Consider an example research study regarding ideal teaching methods in elementary school contexts in a developing country in Asia. Just because there is abundant data on the same topic in elementary schools in Western countries does not preclude the possibility of novel theoretical developments in schools in Asia. This becomes particularly important if insights based on existing data from other contexts may not be applicable to the present context.

Note that this does not mean that a secondary research study is any less novel than a primary study. Indeed, many fields and methodologies rely extensively on analyzing existing data. For example, studies that employ discourse analysis and content analysis typically (though not always) rely on existing sources of data to facilitate understanding of language use in real-world situations.

As a result, the choice between primary and secondary research can be seen as more of a practical consideration than a matter of a study's potential contribution to scientific knowledge. Novelty in research is as much about the data collection as it is about the resulting analysis. If you require data for your study where none exists, then data from primary research is your best option.

Powerful data analysis at your fingertips with ATLAS.ti

Download a free trial to start making the most of your qualitative data.

Everything you need to know about primary research

Last updated

28 February 2023

Reviewed by

Miroslav Damyanov

They might search existing research to find the data they need—a technique known as secondary research .

Alternatively, they might prefer to seek out the data they need independently. This is known as primary research.

Analyze your primary research

Bring your primary research together inside Dovetail and uncover actionable insights

• What is primary research?

During primary research, the researcher collects the information and data for a specific sample directly.

Types of primary research

Primary research can take several forms, depending on the type of information studied. Here are the four main types of primary research:

Observations

Focus groups

When conducting primary research, you can collect qualitative or quantitative data (or both).

Qualitative primary data collection provides a vast array of feedback or information about products and services. However, it may need to be interpreted before it is used to make important business decisions.

Quantitative primary data collection , on the other hand, involves looking at the numbers related to a specific product or service.

• What types of projects can benefit from primary research?

Data obtained from primary research may be more accurate than if it were obtained from previous data samples.

Primary research may be used for

Salary guides

Industry benchmarks

Government reports

Any information based on the current state of the target, including statistics related to current information

Scientific studies

Current market research

Crafting user-friendly products

Primary research can also be used to capture any type of sentiment that cannot be represented statistically, verbally, or through transcription. This may include tone of voice, for example. The researcher might want to find out if the subject sounds hesitant, uncertain, or unhappy.

• Methods for conducting primary research

Your methods for conducting primary research may vary based on the information you’re looking for and how you prefer to interact with your target market.

Surveys are a method to obtain direct information and feedback from the target audience. Depending on the target market’s specific needs, they can be conducted over the phone, online, or face-to-face.

Observation

In some cases, primary research will involve watching the behaviors of consumers or members of the target audience.

Communication with members of the target audience who can share direct information and feedback about products and services.

Test marketing

Explore customer response to a product or marketing campaign before a wider release.

Competitor visits

Competitor visits allow you to check out what competitors have to offer to get a better feel for how they interact with their target markets. This approach can help you better understand what the market might be looking for.

This involves bringing a group of people together to discuss a specific product or need within the industry. This approach could help provide essential insights into the needs of that market.

Usability testing

Usability testing allows you to evaluate a product’s usability when you launch a live prototype. You might recruit representative users to perform tasks while you observe, ask questions, and take notes on how they use your product.

• When to conduct primary research

Primary research is needed when you want first-hand information about your product, service, or target market. There are several circumstances where primary research may be the best strategy for getting the information you need.

You might use it to:

Understand pricing information, including what price points customers are likely to purchase at. 

Get insight into your sales process. For example, you might look at screenshots of a sales demo, listen to audio recordings of the sales process, or evaluate key details and descriptions. 

Learn about problems your consumers might be having and how your business can solve them.

Gauge how a company feels about its competitors. For example, you might want to ask an e-tailer if they plan to offer free shipping to compete with Amazon, Walmart, and other major retailers.

• How to get started with primary research

Step one: Define the problem you’re trying to answer. Clearly identify what you want to know and why it’s important. Does the customer want you to perform the “usual?” This is often the case if they are new, inexperienced, or simply too busy and want to have the task taken care of.

Step two: Determine the best method for getting those answers. Do you need quantitative data , which can be measured in multiple-choice surveys? Or do you need more detailed qualitative data , which may require focus groups or interviews?

Step three: Select your target. Where will you conduct your primary research? You may already have a focus group available; for example, a social media group where people already gather to discuss your brand.

Step four: Compile your questions or define your method. Clearly set out what information you need and how you plan to gather it.

Step five: Research!

• Advantages of primary research

Primary research offers a number of potential advantages. Most importantly, it offers you information that you can’t get elsewhere.

It provides you with direct information from consumers who are already members of your target market or using your products.

You are able to get feedback directly from your target audience, which can allow you to immediately improve products or services and provide better support to your target market.

Primary data is current. Secondary sources may contain outdated data.

Primary data is reliable. You will know what methods you used and how the data relates to your research because you collected it yourself.

• Disadvantages of primary research

You might decide primary research isn’t the best option for your research project when you consider the disadvantages.

Primary research can be time-consuming. You will have to put in the time to collect data yourself, meaning the research may take longer to complete.

Primary research may be more expensive to conduct if it involves face-to-face interactions with your target audience, subscriptions for insight platforms, or participant remuneration.

The people you engage with for your research may feel disrupted by information-gathering methods, so you may not be able to use the same focus group every time you conduct that research.

It can be difficult to gather accurate information from a small group of people, especially if you deliberately select a focus group made up of existing customers. 

You may have a hard time accessing people who are not already members of your customer base.

Biased surveys can be a challenge. Researchers may, for example, inadvertently structure questions to encourage participants to respond in a particular way. Questions may also be too confusing or complex for participants to answer accurately.

Despite the researcher’s best efforts, participants don’t always take studies seriously. They may provide inaccurate or irrelevant answers to survey questions, significantly impacting any conclusions you reach. Therefore, researchers must take extra caution when examining results.

Conducting primary research can help you get a closer look at what is really going on with your target market and how they are using your product. That research can then inform your efforts to improve your services and products.

What is primary research, and why is it important?

Primary research is a research method that allows researchers to directly collect information for their use. It can provide more accurate insights into the target audience and market information companies really need.

What are primary research sources?

Primary research sources may include surveys, interviews, visits to competitors, or focus groups.

What is the best method of primary research?

The best method of primary research depends on the type of information you are gathering. If you need qualitative information, you may want to hold focus groups or interviews. On the other hand, if you need quantitative data, you may benefit from conducting surveys with your target audience.

Get started today

Go from raw data to valuable insights with a flexible research platform

Editor’s picks

Last updated: 21 December 2023

Last updated: 16 December 2023

Last updated: 6 October 2023

Last updated: 25 November 2023

Last updated: 12 May 2023

Last updated: 15 February 2024

Last updated: 11 March 2024

Last updated: 12 December 2023

Last updated: 18 May 2023

Last updated: 6 March 2024

Last updated: 10 April 2023

Last updated: 20 December 2023

Latest articles

Related topics, log in or sign up.

Get started for free

• Writing Center
• Current Students
• Online Only Students
• Faculty & Staff
• Parents & Family
• Alumni & Friends
• Community & Business
• Student Life
• Video Introduction
• Become a Writing Assistant
• All Writers
• Graduate Students
• ELL Students
• Campus and Community
• Testimonials
• Encouraging Writing Center Use
• Incentives and Requirements
• Open Educational Resources
• How We Help
• Get to Know Us
• Conversation Partners Program
• Workshop Series
• Professors Talk Writing
• Computer Lab
• Starting a Writing Center
• A Note to Instructors
• Annotated Bibliography
• Literature Review
• Research Proposal
• Argument Essay
• Rhetorical Analysis

Introduction to Primary Research: Observations, Surveys, and Interviews

Primary Research: Definitions and Overview

   How research is defined varies widely from field to field, and as you progress through your college career, your coursework will teach you much more about what it means to be a researcher within your field.* For example, engineers, who focus on applying scientific knowledge to develop designs, processes, and objects, conduct research using simulations, mathematical models, and a variety of tests to see how well their designs work. Sociologists conduct research using surveys, interviews, observations, and statistical analysis to better understand people, societies, and cultures. Graphic designers conduct research through locating images for reference for their artwork and engaging in background research on clients and companies to best serve their needs. Historians conduct research by examining archival materials—newspapers, journals, letters, and other surviving texts—and through conducting oral history interviews. Research is not limited to what has already been written or found at the library, also known as secondary research. Rather, individuals conducting research are producing the articles and reports found in a library database or in a book. Primary research, the focus of this essay, is research that is collected firsthand rather than found in a book, database, or journal.

   Primary research is often based on principles of the scientific method, a theory of investigation first developed by John Stuart Mill in the nineteenth century in his book Philosophy of the Scientific Method .  Although the application of the scientific method varies from field to field, the general principles of the scientific method allow researchers to learn more about the world and observable phenomena. Using the scientific method, researchers develop research questions or hypotheses and collect data on events, objects, or people that is measurable, observable, and replicable. The ultimate goal in conducting primary research is to learn about something new that can be confirmed by others and to eliminate our own biases in the process.

Essay Overview and Student Examples

     The essay begins by providing an overview of ethical considerations when conducting primary research, and then covers the stages that you will go through in your primary research: planning, collecting, analyzing, and writing. After the four stages comes an introduction to three common ways of conducting primary research in first year writing classes:

Observations . Observing and measuring the world around you, including observations of people and other measurable events.

Interviews . Asking participants questions in a one-on-one or small group setting.

Surveys . Asking participants about their opinions and behaviors through a short questionnaire.

In addition, we will be examining two student projects that used substantial portions of primary research:

    Derek Laan, a nutrition major at Purdue University, wanted to learn more about student eating habits on campus. His primary re-search included observations of the campus food courts, student behavior while in the food courts, and a survey of students’ daily food intake. His secondary research included looking at national student eating trends on college campuses, information from the United States Food and Drug Administration, and books on healthy eating.

    Jared Schwab, an agricultural and biological engineering major at Purdue, was interested in learning more about how writing and communication took place in his field. His primary research included interviewing a professional engineer and a student who was a senior majoring in engineering. His secondary research included examining journals, books, professional organizations, and writing guides within the field of engineering.

Ethics of Primary Research

   Both projects listed above included primary research on human participants; therefore, Derek and Jared both had to consider research ethics throughout their primary research process. As Earl Babbie writes in The Practice of Social Research , throughout the early and middle parts of the twentieth century researchers took advantage of participants and treated them unethically. During World War II, Nazi doctors performed heinous experiments on prisoners without their consent, while in the U.S., a number of medical and psychological experiments on caused patients undue mental and physical trauma and, in some cases, death. Because of these and other similar events, many nations have established ethical laws and guidelines for researchers who work with human participants. In the United States, the guidelines for the ethical treatment of human research participants are described in The Belmont Report , released in 1979. Today, universities have Institutional Review Boards (or IRBs) that oversee research. Students conducting research as part of a class may not need permission from the university’s IRB, although they still need to ensure that they follow ethical guidelines in research. The following provides a brief overview of ethical considerations:

• Voluntary participation . The Belmont Report suggests that, in most cases, you need to get permission from people before you involve them in any primary research you are conducting. If you are doing a survey or interview, your participants must first agree to fill out your survey or to be interviewed. Consent for observations can be more complicated, and is dis-cussed later in the essay.

Confidentiality and anonymity . Your participants may reveal embarrassing or potentially damaging information such as racist comments or unconventional behavior. In these cases, you should keep your participants’ identities anonymous when writing your results. An easy way to do this is to create a “pseudonym” (or false name) for them so that their identity is protected.

Researcher bias . There is little point in collecting data and learning about something if you already think you know the answer! Bias might be present in the way you ask questions, the way you take notes, or the conclusions you draw from the data you collect.

   The above are only three of many considerations when involving human participants in your primary research. For a complete under-standing of ethical considerations please refer to The Belmont Report .

   Now that we have considered the ethical implications of research, we will examine how to formulate research questions and plan your primary research project.

Planning Your Primary Research Project

   The primary research process is quite similar to the writing process, and you can draw upon your knowledge of the writing process to understand the steps involved in a primary research project. Just like in the writing process, a successful primary research project begins with careful planning and background research. This section first describes how to create a research timeline to help plan your research. It then walks you through the planning stages by examining when primary research is useful or appropriate for your first year composition course, narrowing down a topic, and developing research questions.

The Research Timeline

   When you begin to conduct any kind of primary research, creating a timeline will help keep you on task. Because students conducting primary research usually focus on the collection of data itself, they often overlook the equally important areas of planning (invention), analyzing data, and writing. To help manage your time, you should create a research timeline, such as the sample timeline presented here.

When Primary Research Is Useful or Appropriate

   In Evaluating Scientific Research: Separating Fact from Fiction , Fred Leavitt explains that primary research is useful for questions that can be answered through asking others and direct observation. For first year writing courses, primary research is particularly useful when you want to learn about a problem that does not have a wealth of published information. This may be because the problem is a recent event or it is something not commonly studied. For example, if you are writing a paper on a new political issue, such as changes in tax laws or healthcare, you might not be able to find a wealth of peer-reviewed research because the issue is only several weeks old. You may find it necessary to collect some of your own data on the issue to supplement what you found at the library. Primary research is also useful when you are studying a local problem or learning how a larger issue plays out at the local level. Although you might be able to find information on national statistics for healthy eating, whether or not those statistics are representative of your college campus is something that you can learn through primary research.

   However, not all research questions and topics are appropriate for primary research. As Fred Leavitt writes, questions of an ethical, philosophical, or metaphysical nature are not appropriate because these questions are not testable or observable. For example, the question “Does an afterlife exist?” is not a question that can be answered with primary research. However, the question “How many people in my community believe in an afterlife?” is something that primary research can answer.

Narrowing Your Topic

   Just like the writing process, you should start your primary research process with secondary (library) research to learn more about what is already known and what gaps you need to fill with your own data. As you learn more about the topic, you can narrow down your interest area and eventually develop a research question or hypothesis, just as you would with a secondary research paper.

Developing Research Questions or Hypotheses

   As John Stuart Mill describes, primary research can use both inductive and deductive approaches, and the type approach is usually based on the field of inquiry. Some fields use deductive reasoning , where researchers start with a hypothesis or general conclusion and then collect specific data to support or refute their hypothesis. Other fields use inductive reasoning , where researchers start with a question and collect information that eventually leads to a conclusion.

   Once you have spent some time reviewing the secondary research on your topic, you are ready to write a primary research question or hypothesis. A research question or hypothesis should be something that is specific, narrow, and discoverable through primary research methods. Just like a thesis statement for a paper, if your research question or hypothesis is too broad, your research will be unfocused and your data will be difficult to analyze and write about. Here is a set of sample research questions:

Poor Research Question : What do college students think of politics and the economy?

Revised Research Question : What do students at Purdue University believe about the current economic crisis in terms of economic recoverability?

   The poor research question is unspecific as to what group of students the researcher is interested in—i.e. students in the U.S.? In a particular state? At their university? The poor research question was also too broad; terms like “politics” and the “economy” cover too much ground for a single project. The revised question narrows down the topic to students at a particular university and focuses on a specific issue related to the economy: economic recoverability. The research question could also be rephrased as a testable hypothesis using deductive reasoning: “Purdue University college students are well informed about economic recoverability plans.” Because they were approaching their projects in an exploratory, inductive manner, both Derek and Jared chose to ask research questions:

Derek: Are students’ eating habits at Purdue University healthy or unhealthy? What are the causes of students’ eating behavior?

Jared: What are the major features of writing and communication in agricultural and biological engineering? What are the major controversies? 

   A final step in working with a research question or hypothesis is determining what key terms you are using and how you will define them. Before conducting his research, Derek had to define the terms “healthy” and “unhealthy”; for this, he used the USDA’s Food Pyramid as a guide. Similarly, part of what Jared focused on in his interviews was learning more about how agricultural and biological engineers defined terms like “writing” and “communication.” Derek and Jared thought carefully about the terms within their research questions and how these terms might be measured. 

Choosing a Data Collection Method 

    Once you have formulated a research question or hypothesis, you will need to make decisions about what kind of data you can collect that will best address your research topic. Derek chose to examine eating habits by observing both what students ate at lunch and surveying students about eating behavior. Jared decided that in-depth interviews with experienced individuals in his field would provide him with the best information.

   To choose a data collection method for your research question, read through the next sections on observations, interviews, and surveys.

Observations

   Observations have lead to some of the most important scientific discoveries in human history. Charles Darwin used observations of the animal and marine life at the Galapagos Islands to help him formulate his theory of evolution that he describes in On the Origin of Species . Today, social scientists, natural scientists, engineers, computer scientists, educational researchers, and many others use observations as a primary research method.

   Observations can be conducted on nearly any subject matter, and the kinds of observations you will do depend on your research question. You might observe traffic or parking patterns on campus to get a sense of what improvements could be made. You might observe clouds, plants, or other natural phenomena. If you choose to observe people, you will have several additional considerations including the manner in which you will observe them and gain their consent.

   If you are observing people, you can choose between two common ways to observe: participant observation and unobtrusive observation. Participant observation is a common method within ethnographic research in sociology and anthropology. In this kind of observation, a researcher may interact with participants and become part of their community. Margaret Mead, a famous anthropologist, spent extended periods of time living in, and interacting with, communities that she studied. Conversely, in unobtrusive observation, you do not interact with participants but rather simply record their behavior. Although in most circumstances people must volunteer to be participants in research, in some cases it is acceptable to not let participants know you are observing them. In places that people perceive as public, such as a campus food court or a shopping mall, people do not expect privacy, and so it is generally acceptable to observe without participant consent. In places that people perceive as private, which can include a church, home, classroom, or even an intimate conversation at a restaurant, participant consent should be sought. 

   The second issue about participant consent in terms of unobtrusive observation is whether or not getting consent is feasible for the study. If you are observing people in a busy airport, bus station, or campus food court, getting participant consent may be next to impossible. In Derek’s study of student eating habits on campus, he went to the campus food courts during meal times and observed students purchasing food. Obtaining participant consent for his observations would have been next to impossible because hundreds of students were coming through the food court during meal times. Since Derek’s research was in a place that participants would perceive as public, it was not practical to get their consent, and since his data was anonymous, he did not violate their privacy.

Eliminating Bias in Your Observation Notes

The ethical concern of being unbiased is important in recording your observations. You need to be aware of the difference between an observation (recording exactly what you see) and an interpretation (making assumptions and judgments about what you see). When you observe, you should focus first on only the events that are directly observable. Consider the following two example entries in an observation log:

• The student sitting in the dining hall enjoys his greasy, oil-soaked pizza. He is clearly oblivious of the calorie content and damage it may do to his body.
• The student sits in the dining hall. As he eats his piece of pizza, which drips oil, he says to a friend, “This pizza is good.”

The first entry is biased and demonstrates judgment about the event. First, the observer makes assumptions about the internal state of the student when she writes “enjoys” and “clearly oblivious to the calorie content.” From an observer’s standpoint, there is no way of ascertaining what the student may or may not know about pizza’s nutritional value nor how much the student enjoys the pizza. The second entry provides only the details and facts that are observable.

   To avoid bias in your observations, you can use something called a “double-entry notebook.” This is a type of observation log that encourages you to separate your observations (the facts) from your feelings and judgments about the facts.

• Observations Thoughts
• The student sits in the dining hall. As he eats his piece of pizza, which drips oil, he says to a friend, "this pizza is good."  It seems like the student really enjoys the high-calorie-content pizza. 
• I observed cash register #1 for 15 minutes. During that time, 22 students paid for meals. Of those 22 students, 15 grabbed a candy bar or granola bar. 3 of the 22 students had a piece of fruit on their plate Fruit is less accessible than candy bars (it is further back in the dining court). Is this why more students are reaching for candy bars?

Figure 3: Two sample entries from a double-entry notebook.

   Observations are only one strategy in collecting primary research. You may also want to ask people directly about their behaviors, beliefs, or attitudes—and for this you will need to use surveys or interviews.

Surveys and Interviews: Question Creation

Sometimes it is very difficult for a researcher to gain all of the necessary information through observations alone. Along with his observations of the dining halls, Derek wanted to know what students ate in a typical day, and so he used a survey to have them keep track of their eating habits. Likewise, Jared wanted to learn about writing and communication in engineering and decided to draw upon expert knowledge by asking experienced individuals within the field.

   Interviews and surveys are two ways that you can gather information about people’s beliefs or behaviors. With these methods, the information you collect is not first-hand (like an observation) but rather “self-reported” data, or data collected in an indirect manner. William Shadish, Thomas Cook, and Donald Campbell argued that people are inherently biased about how they see the world and may report their own actions in a more favorable way than they may actually behave. Despite the issues in self-reported data, surveys and interviews are an excellent way to gather data for your primary research project.

Survey or Interview? 

How do you choose between conducting a survey or an interview? It depends on what kind of information you are looking for. You should use surveys if you want to learn about a general trend in people’s opinions, experiences, and behavior. Surveys are particularly useful to find small amounts of information from a wider selection of people in the hopes of making a general claim. Interviews are best used when you want to learn detailed information from a few specific people. Interviews are also particularly useful if you want to interview experts about their opinions, as Jared did. In sum, use interviews to gain de-tails from a few people, and surveys to learn general patterns from many people.

Writing Good Questions

One of the greatest challenges in conducting surveys and interviews is writing good questions. As a researcher, you are always trying to eliminate bias, and the questions you ask need to be unbiased and clear. Here are some suggestions on writing good questions:

Ask about One Thing at a Time

A poorly written question can contain multiple questions, which can confuse participants or lead them to answer only part of the question you are asking. This is called a “double-barreled question” in journalism. The following questions are taken from Jared’s research:

Poor question: What kinds of problems are being faced in the field today and where do you see the search for solutions to these problems going?

Revised question #1: What kinds of problems are being faced in the field today?

Revised question #2: Where do you see the search for solutions to these problems going?

Avoid Leading Questions

A leading question is one where you prompt the participant to respond in a particular way, which can create bias in the answers given:

Leading question: The economy is clearly in a crisis, wouldn’t you agree?

Revised question: Do you believe the economy is currently in a crisis? Why or why not?

Understand When to Use Open and Closed Questions

Closed questions, or questions that have yes/no or other limited responses, should be used in surveys. However, avoid these kinds of questions in interviews because they discourage the interviewee from going into depth. The question sample above, “Do you believe the economy currently is in a crisis?” could be answered with a simple yes or no, which could keep a participant from talking more about the issue. The “why or why not?” portion of the question asks the participant to elaborate. On a survey, the question “Do you believe the economy currently is in a crisis?” is a useful question because you can easily count the number of yes and no answers and make a general claim about participant responses.

Write Clear Questions

When you write questions, make sure they are clear, concise, and to the point. Questions that are too long, use unfamiliar vocabulary, or are unclear may confuse participants and you will not get quality responses.

Now that question creation has been addressed, we will next examine specific considerations for interviews and surveys.

Interviews, or question and answer sessions with one or more people, are an excellent way to learn in-depth information from a person for your primary research project. This section presents information on how to conduct a successful interview, including choosing the right person, ways of interviewing, recording your interview, interview locations, and transcribing your interview.

Choosing the Right Person

One of the keys to a successful interview is choosing the right person to interview. Think about whom you would like to interview and whom you might know. Do not be afraid to ask people you do not know for interviews. When asking, simply tell them what the interview will be about, what the interview is for, and how much time it will take. Jared used his Purdue University connection to locate both of the individuals that he ended up interviewing—an advanced Purdue student and a Purdue alum working in an Engineering firm.

Face-to-Face and Virtual Interviews

When interviewing, you have a choice of conducting a traditional, face-to-face interview or an interview using technology over the Internet. Face-to-face interviews have the strength that you can ask follow-up questions and use non-verbal communication to your advantage. Individuals are able to say much more in a face-to-face interview than in an email, so you will get more information from a face-to-face interview. However, the Internet provides a host of new possibilities when it comes to interviewing people at a distance. You may choose to do an email interview, where you send questions and ask the person to respond. You may also choose to use a video or audio conferencing program to talk with the person virtually. If you are choosing any Internet-based option, make sure you have a way of recording the interview. You may also use a chat or instant messaging program to interview your participant—the benefit of this is that you can ask follow-up questions during the interview and the interview is already transcribed for you. Because one of his interviewees lived several hours away, Jared chose to interview the Purdue student face-to-face and the Purdue alum via email.

Finding a Suitable Location

If you are conducting an in-person interview, it is essential that you find a quiet place for your interview. Many universities have quiet study rooms that can be reserved (often found in the university library). Do not try to interview someone in a coffee shop, dining hall, or other loud area, as it is difficult to focus and get a clear recording.

Recording Interviews

One way of eliminating bias in your research is to record your interviews rather than rely on your memory. Recording interviews allows you to directly quote the individual and re-read the interview when you are writing. It is recommended that you have two recording devices for the interview in case one recording device fails. Most computers, MP3 players, and even cell phones come with recording equipment built in. Many universities also offer equipment that students can check out and use, including computers and recorders. Before you record any interview, be sure that you have permission from your participant.

Transcribing Your Interview

Once your interview is over, you will need to transcribe your interview to prepare it for analysis. The term transcribing means creating a written record that is exactly what was said—i.e. typing up your interviews. If you have conducted an email or chat interview, you already have a transcription and can move on to your analysis stage.

Other than the fact that they both involve asking people questions, interviews and surveys are quite different data collection methods. Creating a survey may seem easy at first, but developing a quality survey can be quite challenging. When conducting a survey, you need to focus on the following areas: survey creation, survey testing, survey sampling, and distributing your survey.

Survey Creation: Length and Types of Questions

One of the keys to creating a successful survey is to keep your survey short and focused. Participants are unlikely to fill out a survey that is lengthy, and you’ll have a more difficult time during your analysis if your survey contains too many questions. In most cases, you want your survey to be something that can be filled out within a few minutes. The target length of the survey also depends on how you will distribute the survey. If you are giving your survey to other students in your dorm or classes, they will have more time to complete the survey. Therefore, five to ten minutes to complete the survey is reasonable. If you are asking students as they are walking to class to fill out your survey, keep it limited to several questions that can be answered in thirty seconds or less. Derek’s survey took about ten minutes and asked students to describe what they ate for a day, along with some demographic information like class level and gender.

   Use closed questions to your advantage when creating your survey. A closed question is any set of questions that gives a limited amount of choices (yes/no, a 1–5 scale, choose the statement that best describes you). When creating closed questions, be sure that you are accounting for all reasonable answers in your question creation. For example, asking someone “Do you believe you eat healthy?” and providing them only “yes” and “no” options means that a “neutral” or “undecided” option does not exist, even though the survey respondent may not feel strongly either way. Therefore, on closed questions you may find it helpful to include an “other” category where participants can fill in an answer. It is also a good idea to have a few open-ended questions where participants can elaborate on certain points or earlier responses. How-ever, open-ended questions take much longer to fill out than closed questions. 

Survey Creation: Testing Your Survey

To make sure your survey is an appropriate length and that your questions are clear, you can “pilot test” your survey. Prior to administering your survey on a larger scale, ask several classmates or friends to fill it out and give you feedback on the survey. Keep track of how long the survey takes to complete. Ask them if the questions are clear and make sense. Look at their answers to see if the answers match what you wanted to learn. You can revise your survey questions and the length of your survey as necessary.

Sampling and Access to Survey Populations

“Sampling” is a term used within survey research to describe the subset of people that are included in your study. Derek’s first research question was: “Are students’ eating habits at Purdue University healthy or unhealthy?” Because it was impossible for Derek to survey all 38,000 students on Purdue’s campus, he had to choose a representative sample of students. Derek chose to survey students who lived in the dorms because of the wide variety of student class levels and majors in the dorms and his easy access to this group. By making this choice, however, he did not account for commuter students, graduate students, or those who live off campus. As Derek’s case demonstrates, it is very challenging to get a truly representative sample.

   Part of the reason that sampling is a challenge is that you may find difficulty in finding enough people to take your survey. In thinking about how get people to take your survey, consider both your everyday surroundings and also technological solutions. Derek had access to many students in the dorms, but he also considered surveying students in his classes in order to reach as many people as possible. Another possibility is to conduct an online survey. Online surveys greatly increase your access to different kinds of people from across the globe, but may decrease your chances of having a high survey response rate. An email or private message survey request is more likely to be ignored due to the impersonal quality and high volume of emails most people receive.

Analyzing and Writing About Primary Research

Once you collect primary research data, you will need to analyze what you have found so that you can write about it. The purpose of analyzing your data is to look at what you collected (survey responses, interview answers to questions, observations) and to create a cohesive, systematic interpretation to help answer your research question or examine the validity of your hypothesis.

   When you are analyzing and presenting your findings, remember to work to eliminate bias by being truthful and as accurate as possible about what you found, even if it differs from what you expected to find. You should see your data as sources of information, just like sources you find in the library, and you should work to represent them accurately.

The following are suggestions for analyzing different types of data.

If you’ve counted anything you were observing, you can simply add up what you counted and report the results. If you’ve collected descriptions using a double-entry notebook, you might work to write thick descriptions of what you observed into your writing. This could include descriptions of the scene, behaviors you observed, and your overall conclusions about events. Be sure that your readers are clear on what were your actual observations versus your thoughts or interpretations of those observations.

If you’ve interviewed one or two people, then you can use your summary, paraphrasing, and quotation skills to help you accurately describe what was said in the interview. Just like in secondary research when working with sources, you should introduce your interviewees and choose clear and relevant quotes from the interviews to use in your writing. An easy way to find the important information in an interview is to print out your transcription and take a highlighter and mark the important parts that you might use in your paper. If you have conducted a large number of interviews, it will be helpful for you to create a spreadsheet of responses to each question and compare the responses, choosing representative answers for each area you want to describe.

Surveys can contain quantitative (numerical) and qualitative (written answers/descriptions) data. Quantitative data can be analyzed using a spreadsheet program like Microsoft Excel to calculate the mean (average) answer or to calculate the percentage of people who responded in a certain way. You can display this information in a chart or a graph and also describe it in writing in your paper. If you have qualitative responses, you might choose to group them into categories and/or you may choose to quote several representative responses.

Writing about Primary Research

In formal research writing in a variety of fields, it is common for research to be presented in the following format: introduction/background; methods; results; discussions; conclusion. Not all first year writing classes will require such an organizational structure, although it is likely that you will be required to present many of these elements in your paper. Because of this, the next section examines each of these in depth.

Introduction (Review of Literature)

The purpose of an introduction and review of literature in a research paper is to provide readers with information that helps them under-stand the context, purpose, and relevancy of your research. The introduction is where you provide most of your background (library) research that you did earlier in the process. You can include articles, statistics, research studies, and quotes that are pertinent to the issues at hand. A second purpose in an introduction is to establish your own credibility (ethos) as a writer by showing that you have researched your topic thoroughly. This kind of background discussion is required in nearly every field of inquiry when presenting research in oral or written formats.

   Derek provided information from the Food and Drug Administration on healthy eating and national statistics about eating habits as part of his background information. He also made the case for healthy eating on campus to show relevancy:

Currently Americans are more overweight than ever. This is coming at a huge cost to the economy and government. If current trends in increasing rates of overweight and obesity continue it is likely that this generation will be the first one to live shorter lives than their parents did. Looking at the habits of university students is a good way to see how a new generation behaves when they are living out on their own for the first time.

Describing What You Did (Methods)

When writing, you need to provide enough information to your readers about your primary research process for them to understand what you collected and how you collected it. In formal research papers, this is often called a methods section. Providing information on your study methods also adds to your credibility as a writer. For surveys, your methods would include describing who you surveyed, how many surveys you collected, decisions you made about your survey sample, and relevant demographic information about your participants (age, class level, major). For interviews, introduce whom you interviewed and any other relevant information about interviewees such as their career or expertise area. For observations, list the locations and times you observed and how you recorded your observations (i.e. double-entry notebook). For all data types, you should describe how you analyzed your data.

The following is a sample from Jared about his participants:

In order to gain a better understanding of the discourse community in environmental and resource engineering, I interviewed Anne Dare, a senior in environmental and natural resource engineering, and Alyson Keaton an alumnus of Purdue University. Alyson is a current employee of the Natural Resource Conservation Service (NRCS), which is a division of the United States Department of Agriculture (USDA).

Here is a sample from Derek’s methods section:

I conducted a survey so that I could find out what students at Purdue actually eat on a typical day. I handed out surveys asking students to record what they ate for a day . . . I received 29 back and averaged the results based on average number of servings from each food group on the old food guide pyramid. The group included students from the freshman to the graduate level and had 8 women and 21 men respond.

Describing Your Study Findings (Results)

In a formal research paper, the results section is where you describe what you found. The results section can include charts, graphs, lists, direct quotes, and overviews of findings. Readers find it helpful if you are able to provide the information in different formats. For example, if you have any kind of numbers or percentages, you can talk about them in your written description and then present a graph or chart showing them visually. You should provide specific details as supporting evidence to back up your findings. These details can be in the form of direct quotations, numbers, or observations.

Jared describes some of his interview results:

Alyson also mentioned the need for phone conversation. She stated, “The phone is a large part of my job. I am communicating with other NRCS offices daily to find out the status of our jobs.” She needs to be in constant contact in order to insure that everything is running smoothly. This is common with those overseeing projects. In these cases, the wait for a response to an email or a memo can be too long to be effective.

Interpreting What You Learned (Discussion)

In formal research papers, the discussion section presents your own interpretation of your results. This may include what you think the results mean or how they are useful to your larger argument. If you are making a proposal for change or a call to action, this is where you make it. For example, in Derek’s project about healthy eating on campus, Derek used his primary research on students’ unhealthy eating and observations of the food courts to argue that the campus food courts needed serious changes. Derek writes, “Make healthy food options the most accessible in every dining hall while making unhealthy foods the least. Put nutrition facts for everything that is served in the dining halls near the food so that students can make more informed decisions on what to eat.”

   Jared used the individuals he interviewed as informants that helped him learn more about writing in agricultural and biological engineering. He integrated the interviews he conducted with secondary research to form a complete picture of writing and communication in agricultural and biological engineering. He concludes:

Writing takes so many forms, and it is important to know about all these forms in one way or another. The more forms of writing you can achieve, the more flexible you can be. This ability to be flexible can make all the difference in writing when you are dealing with a field as complex as engineering.

Primary Research and Works Cited or References Pages

The last part of presenting your primary research project is a works cited or references page. In general, since you are working with data you collected yourself, there is no source to cite an external source. Your methods section should describe in detail to the readers how and where the data presented was obtained. However, if you are working with interviews, you can cite these as “personal communication.” The MLA and APA handbooks both provide clear listings of how to cite personal communication in a works cited/references page.

This essay has presented an overview to three commonly used methods of primary research in first year writing courses: observations, interviews, and surveys. By using these methods, you can learn more about the world around you and craft meaningful written discussions of your findings.

• Primary research techniques show up in more places than just first year writing courses. Where else might interviews, surveys, or observations be used? Where have you seen them used?
• The chapter provides a brief discussion of the ethical considerations of research. Can you think of any additional ethical considerations when conducting primary research? Can you think of ethical considerations unique to your own research project?
• Primary research is most useful for first year writing students if it is based in your local community or campus. What are some current issues on your campus or in your community that could be investigated using primary research methods?
• In groups or as a class, make a list of potential primary research topics. After each topic on the list, consider what method of inquiry (observation, interview, or survey) you would use to study the topic and answer why that method is a good choice.

Suggested Resources

For more information on the primary methods of inquiry described here, please see the following sources:

Works Cited

This essay was written by Dana Lynn Driscoll and was published as a chapter in Writing Spaces: Readings on Writing , Volume 2, a peer-reviewed open textbook series for the writing classroom. This work is licensed under the Attribution-NonCommercial-ShareAlike 3.0 Unported License (CC BY-NC-SA 3.0) . Please keep this information on this material if you use, adapt, and/or share it.  

Contact Info

Kennesaw Campus 1000 Chastain Road Kennesaw, GA 30144

Marietta Campus 1100 South Marietta Pkwy Marietta, GA 30060

Campus Maps

Phone 470-KSU-INFO (470-578-4636)

kennesaw.edu/info

Media Resources

Resources For

Related Links

• Financial Aid
• Degrees, Majors & Programs
• Job Opportunities
• Campus Security
• Global Education
• Sustainability
• Accessibility

470-KSU-INFO (470-578-4636)

© 2024 Kennesaw State University. All Rights Reserved.

• Privacy Statement
• Accreditation
• Emergency Information
• Report a Concern
• Open Records
• Human Trafficking Notice

Purdue Online Writing Lab Purdue OWL® College of Liberal Arts

What is Primary Research and How do I get Started?

Welcome to the Purdue OWL

This page is brought to you by the OWL at Purdue University. When printing this page, you must include the entire legal notice.

Copyright ©1995-2018 by The Writing Lab & The OWL at Purdue and Purdue University. All rights reserved. This material may not be published, reproduced, broadcast, rewritten, or redistributed without permission. Use of this site constitutes acceptance of our terms and conditions of fair use.

Primary research is any type of research that you collect yourself. Examples include surveys, interviews, observations, and ethnographic research. A good researcher knows how to use both primary and secondary sources in their writing and to integrate them in a cohesive fashion.

Conducting primary research is a useful skill to acquire as it can greatly supplement your research in secondary sources, such as journals, magazines, or books. You can also use it as the focus of your writing project. Primary research is an excellent skill to learn as it can be useful in a variety of settings including business, personal, and academic.

But I’m not an expert!

With some careful planning, primary research can be done by anyone, even students new to writing at the university level. The information provided on this page will help you get started.

What types of projects or activities benefit from primary research?

When you are working on a local problem that may not have been addressed before and little research is there to back it up.

When you are working on writing about a specific group of people or a specific person.

When you are working on a topic that is relatively new or original and few publications exist on the subject.

You can also use primary research to confirm or dispute national results with local trends.

What types of primary research can be done?

Many types of primary research exist. This guide is designed to provide you with an overview of primary research that is often done in writing classes.

Interviews: Interviews are one-on-one or small group question and answer sessions. Interviews will provide a lot of information from a small number of people and are useful when you want to get an expert or knowledgeable opinion on a subject.

Surveys: Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of people. Surveys will provide a limited amount of information from a large group of people and are useful when you want to learn what a larger population thinks.

Observations: Observations involve taking organized notes about occurrences in the world. Observations provide you insight about specific people, events, or locales and are useful when you want to learn more about an event without the biased viewpoint of an interview.

Analysis: Analysis involves collecting data and organizing it in some fashion based on criteria you develop. They are useful when you want to find some trend or pattern. A type of analysis would be to record commercials on three major television networks and analyze gender roles.

Where do I start?

Consider the following questions when beginning to think about conducting primary research:

• What do I want to discover?
• How do I plan on discovering it? (This is called your research methods or methodology)
• Who am I going to talk to/observe/survey? (These people are called your subjects or participants)
• How am I going to be able to gain access to these groups or individuals?
• What are my biases about this topic?
• How can I make sure my biases are not reflected in my research methods?
• What do I expect to discover?

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, automatically generate references for free.

• Knowledge Base
• Methodology
• 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.

Prevent plagiarism, run a free check.

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.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the ‘Cite this Scribbr article’ button to automatically add the citation to our free Reference Generator.

George, T. (2023, January 15). Primary Research | Definition, Types, & Examples. Scribbr. Retrieved 22 April 2024, from https://www.scribbr.co.uk/research-methods/primary-research-explained/

Is this article helpful?

Tegan George

Other students also liked, data collection methods | step-by-step guide & examples, observer bias | definition, examples, prevention, what is qualitative research | methods & examples.

Root out friction in every digital experience, super-charge conversion rates, and optimise digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered straight to teams on the ground

Know exactly how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Meet the operating system for experience management

• Free Account
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Employee Exit Interviews
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories

Market Research

• Artificial Intelligence
• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO
• Experience Management
• Ultimate Guide to Market Research
• Primary Research

What is primary research?

What are the types of primary research methods, what are the advantages of primary research, what are the disadvantages of primary research, primary vs secondary market research, how can businesses use primary research, how can primary research support marketing, conducting primary research, recent research trumps everything else, start your next research project the right way, try qualtrics for free, everything you need to know about primary research.

19 min read If you want to produce high-quality research, you need to understand what primary research is and how it can benefit your business. Find out how you can use primary research and its various methods to acquire the data you need and create valuable, insightful reports that aid you and your audience.

Market research  has quickly become the star player for brands and businesses around the globe, netting them the insights they need, right when they need them.

From understanding industry challenges and future trends to  customer satisfaction and product performance, market research is paving the way for organisations and empowering them to create content, products, services, and offers that  truly  resonate.

And it all starts with one thing: primary research. A research methodology that enables researchers to uncover and answer specific questions about issues, challenges, trends, or otherwise.

In this guide, we’re going to cover everything you need to know about primary research and how you can use it to benefit your business.

Put simply, primary research is any type of research you collect yourself or commission on your behalf. This could be anything from surveys and interviews to observations and ethnographic research (studying participants in their real-life environment).

Most researchers will use primary research to supplement data from secondary sources, such as journals, magazines, website articles, and books. By using primary research methods alongside  secondary research , researchers can validate and support their findings with additional, new data.

You  don’t  have to be an expert to conduct primary research or collect data from it — chances are you’ve done some of it already. Think back to when you may have been asked to carry out a project at school. If  you  did the research (or asked mom or dad), e.g. interviewing experts, and using data from journals, you’ve collected and used both  primary and secondary data .

That example might be a little simplistic, but the concept still applies. There are, of course, plenty of methods to choose from, so understanding what they are and how they work will help you execute research campaigns.

Now, when you conduct primary research, you typically gather two basic types of information:

• Exploratory.  This research is  general and open-ended . It typically involves lengthy interviews with individuals or a specific group.
• Specific .  This research is more precise and problem-oriented. It involves structured, formal interviews.

Then there’s the question of  qualitative research and quantitative research ; what kind of data do you want to capture? Do you want to understand the emotions and behaviours behind people’s actions or to put precise figures against certain issues? Another thing to consider.

In the next section, we’re going to go through the types of primary research methods, the advantages of primary research, and then how  you  can do it for your brand or business.

There are lots of different ways to carry out primary research, more notable methods are interviews and surveys — but what about observations, analyses, and focus groups?

We’re all familiar with interviews. This research method usually involves one-on-one or small group sessions, conducted over the phone or in a face-to-face environment. Interviews are great for collecting large amounts of data from a small sample of subjects, or when specific information needs to be extracted from experts.

For example, for a piece on developing more sustainable energy sources, a journalist would choose to interview a subject matter expert to extract the primary research they need. Not only is the information more authoritative and accurate, but it’s also more compelling.

Be aware though, direct interaction can alter people’s opinions. For interviews and focus groups, it’s best to get an expert to manage and  read  the room to avoid skewing results.

Another industry staple. Though much more rigid compared to interviews (with predefined questions and themes),  surveys  are a great way to reach a target market and collect relevant data at scale. Surveys will typically provide a limited amount of information from a large group of people (as there are only so many questions you can ask before respondents get bored).

To get the most value out of surveys, it’s worth defining your audience and questions well in advance. Try to think of key themes that you want to explore and what you want to get out of the data collected.

For example, a supermarket might send out a survey to their customers on customer satisfaction, asking questions about the overall in-store experience, the online experience, what customers would like to see, and more. Because it’s issued at scale, the supermarket can get a good understanding of what their larger customer base thinks.

Observations

While it might be the most arduous form of field research, observation is arguably the most impartial as there’s no interaction between the researcher and the subject. As such,  this approach removes or reduces bias  that could be encountered during an interview or survey, as the subject’s actions are not influenced by other factors.

For instance, a sports car manufacturer might want to see how their vehicles are used in real-world scenarios and if there are any limitations on the customer. This could be a case of visiting a race track or car showroom to see how customers use the vehicles.

Focus groups

This method is great for gathering data on particular topic areas. Sitting between interviews and surveys, focus groups allow you to engage a small group of people, e.g. subject matter experts.

More informal than interviews but more professional than surveys, they’re a great way to gain insight and valuable information on customers, pain points, and other areas of interest in your industry.

For example, a technology manufacturer might put together a focus group to discuss technology adoption amongst 24-36-year-olds ahead of a new product launch. Through this focus group, they can learn more about how 24-36-year-olds purchase and engage with new tech solutions.

Research services

While the process of gathering data is relatively straightforward, making sense of it (and having the right skills to turn it into insight) can be tough.

This is precisely why so many brands and businesses turn to research services. According to our data, 97% of market research is outsourced. This allows brands and businesses to gain access to relevant information for truly original research.

Though a more modern form (and approach) to primary research, research services enable brands and businesses to collect data and analyse it  very  quickly. But the main benefit? Expertise.

With research services you get a team of experts who know exactly what research questions to ask and how to turn survey responses into actionable insight. They know how to get the right respondents  and the ideal sample sizes, as well as leverage primary research and secondary research data to build comprehensive, revealing reports.

Now you know about the main ways to collect data, what are the benefits of these primary research methods?

First and foremost, and perhaps most importantly, primary research delivers accurate, relevant, and up-to-date information, enabling you to identify emerging trends in customer behaviour, discover unmet needs, and  close gaps across the experience journey . There’s  real  value in being able to identify what comes next — and only primary research can give you a real-time view of what your prospects and customers need as the world changes around them.

Also, as  you  have full control of the approach, data collection and analysis, it can be far more efficient and cost-effective than others.

Lastly, the information belongs to you or your organisation. You may choose to release the information to enhance your position in your market or industry or keep it private to avoid giving competitors an advantage.

Create better experiences

From a customer perspective, it offers many advantages and provides detailed information on how you can improve products, services, and experiences. By taking their market surveys in-house and using the Qualtrics XM Platform™, Samsung collects, analyses, and acts on insights gathered at every touchpoint. The team at Samsung can get studies up and running in an hour and quickly implement findings to transform their product, service, and customer experiences.

Develop engaging content

From a content perspective, this kind of first-hand data offers a plethora of opportunities. You can begin to create trend reports, answer the most pertinent prospect and customer questions, highlight key issues, and much more. Every voice matters and ensuring your research is inclusive is vital.

Costs can potentially spiral out of control if you feel that your results are inconclusive or that you want to change the data gathering method.

It can also be time-consuming, especially if you require a large sample size or don’t have the in-house expertise for the analysis. Data gathering is one thing — drawing insights and formulating conclusions is another. The time required to effectively plan, carry out, and scrutinise the data is often greater than the time it takes to conduct secondary research.

Lastly, accuracy. You have to account for potential bias — skewing the results — and  poorly worded questions . There are ways to eliminate bias from your surveys, such as:

• including more open-ended questions
• making respondents feel comfortable
• using both qualitative and quantitative techniques
• using an impartial way to gather data

The key difference between them is that you collect primary research first hand (often for a specific purpose, e.g. a trends report), while secondary research comes from pre-existing studies, materials, websites, or articles.

Secondary research methods are more about desk research. You scour reputable journals, articles, websites, and studies to find the information you need to either support a point or build your project around.

Most market research will start with secondary research to understand what the issues are or what prospects and customers are searching for online. This could be using Google Analytics to identify the key issues and trends in 2021 and then using primary research to get more information and delve deeper into them.

We would urge you to look at the primary vs secondary research debate a different way: both can be used in conjunction to support and validate points. Incorporating high-quality secondary research data into your reports can provide wider perspectives and show readers that your thoughts don’t exist in a vacuum.

Find out more about primary vs secondary research

Competitor analysis. Trend reporting. Customer satisfaction. There’s no limit to the uses of primary research for businesses, particularly now as it becomes more difficult to gather information from prospects and customers.

One of the most effective ways to use primary research is for industry analysis and content campaigns. Let’s say you produce a report on current trends in automotive. From the data, you find that the key concerns for automotive manufacturers are:

• The skills gap and need for new technologies to support production
• Sustainability and shifting operations rapidly
• Supply chain efficiency and utilising a dual supply chain (local and global)
• Customer demand and expectations of new-age vehicles

Now not only do these concerns make for  great  headlines, but you can also build entire campaigns around the data you find. Suddenly, rather than just one report sharing information and not making  real  use of the insight, you can create blogs, ebooks, webinars, opinion articles, commentary, and much more.

Primary research  is  the gift that keeps on giving — and that’s precisely why more and more organisations are creating annual reports on the state of their industry or market.

As well as providing unique insight and content campaign opportunities, primary research establishes credibility… and  very  quickly. If you produce an annual report and none of your competitors are doing the same (or their reports lack the granularity and focus your prospects and customers require), you demonstrate expertise and become the go-to for  real  insight.

As the gift that keeps on giving, primary research lays a foundation for  marketing campaigns  and long-term strategy.

Most research is top-of-the-funnel (TOFU) — or at least designed to be as such. Market research reports are inherently about raising awareness of an issue or problem — that’s where businesses can extract the most value.

For your marketing team, the issues raised in the report can become the headlines for blogs and commentary. They can then create content to help readers solve those issues, referencing what your business does in the process (but only if it’s relevant). Finally, marketing can steer readers of the report content towards other assets of interest, gradually nurturing readers to a point that they’re sales-ready.

Here are just a few things you can get out of primary research reports:

• Opinion articles
• Sales collateral
• Infographics
• Executive summary reports per industry

Getting started with primary research is simple thanks to the tools and software available today, and most of the time it starts with a simple online survey.

No matter what research you want to conduct, there are survey solutions and templates to meet your needs.

But before we go into the technicalities, let’s focus on the fundamentals of conducting research:

• Have a subject in mind.  What issues do you want to cover?
• Validate that subject based on secondary research.  What are people searching for or need answers to?
• Draft a research question (or problem statement) and revise as necessary.  What will be your main question or the purpose of the study?
• Agree on the goals and objectives of the project.  What do you hope to achieve?
• Create a timeline and set deadlines.  Is everyone aligned?
• Choose your research methods and tools (e.g. face-to-face interviews or online surveys).  What’s the best way to get the information you need?
• Work out your ideal sample size (smaller or larger population?).
• Think qualitative or quantitative (a mixture of both generally works well).  Do you want to know the reason behind responses or just get conclusive numerical data?
• Develop a questionnaire and have it peer-reviewed.  Are your questions as good as they can be and do they support your problem statement?
• Test your questionnaire.  What better way to ensure that it works and delivers the right insight?
• Select a delivery method.  How do you want to distribute your questionnaire? Online? Offline?
• Analyse the results.  Do you have the right tools, skills, and resources to glean insights from the data you receive?

This is certainly a condensed structure for conducting primary research, but it should work nonetheless. The main thing is starting the right way — have the right subject in mind and validate it.

When you have the means to conduct research frequently and at scale, the more recent or ‘fresh’ it is, the more valuable the insights.

Of course, not every brand or business is in a position to undertake primary or even secondary market research every year. This could be due to budgetary constraints, poor insights from previous research, or a lack of in-house expertise.

But regardless of the issue, the power of primary research is well-documented and apparent, and it gives  you  the means to create profound and compelling content for your target audience.

If any of the above issues sound familiar, we can help. At Qualtrics, we specialise in market research and gleaning insights from data to create breakthrough experiences. From designing your study and finding respondents, to fielding it and reporting the results — we can help you every step of the way .

As well as that, we know how you can get more ROI from your market research and have put together a simple guide to show you.  

In this guide, discover how you can:

• Improve ROI through speed, agility, and consolidation of your research functions
• Get insights faster without sacrificing data quality
• Adjust how you conduct research to be more nimble

Download your copy for free using the button below.

eBook: Maximise your research ROI

Related resources

Market intelligence 9 min read, qualitative research questions 11 min read, ethnographic research 11 min read, business research methods 12 min read, qualitative research design 12 min read, business research 10 min read, qualitative research interviews 11 min read, request demo.

Ready to learn more about Qualtrics?

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

Chapter 10: Qualitative Data Collection & Analysis Methods

10.7 Strengths and Weaknesses of Qualitative Interviews

As the preceding sections have suggested, qualitative interviews are an excellent way to gather detailed information. Whatever topic is of interest to the researcher can be explored in much more depth by employing this method than with almost any other method. Not only are participants given the opportunity to elaborate in a way that is not possible with other methods, such as survey research, but, in addition, they are able share information with researchers in their own words and from their own perspectives, rather than attempting to fit those perspectives into the perhaps limited response options provided by the researcher. Because qualitative interviews are designed to elicit detailed information, they are especially useful when a researcher’s aim is to study social processes, or the “how” of various phenomena. Yet another, and sometimes overlooked, benefit of qualitative interviews that occurs in person is that researchers can make observations beyond those that a respondent is orally reporting. A respondent’s body language, and even her or his choice of time and location for the interview, might provide a researcher with useful data.

As with quantitative survey research, qualitative interviews rely on respondents’ ability to accurately and honestly recall whatever details about their lives, circumstances, thoughts, opinions, or behaviors are being examined. Qualitative interviewing is also time-intensive and can be quite expensive. Creating an interview guide, identifying a sample, and conducting interviews are just the beginning of the process. Transcribing interviews is labor-intensive, even before coding begins. It is also not uncommon to offer respondents some monetary incentive or thank-you for participating, because you are asking for more of the participants’ time than if you had mailed them a questionnaire containing closed-ended questions. Conducting qualitative interviews is not only labor intensive but also emotionally taxing. Researchers embarking on a qualitative interview project with a subject that is sensitive in nature should keep in mind their own abilities to listen to stories that may be difficult to hear.

Research Methods for the Social Sciences: An Introduction Copyright © 2020 by Valerie Sheppard is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Share This Book

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• v.43(5); 2014 Sep

Maximizing Legacy and Impact of Primary Research: A Call for Better Reporting of Results

Neal r. haddaway.

Centre for Evidence-Based Conservation, School of Environment, Natural Resources and Geography, Bangor University, Bangor, LL57 2UW UK

Much of the scientific literature in existence today is based on model systems and case studies, which help to split research into manageable blocks. The impact of this research can be greatly increased in meta-analyses that combine individual studies published over time to identify patterns across studies; patterns that may go undetected by smaller studies and that may not be the main subject of investigation. However, many potentially useful studies fail to provide sufficient data (typically means, true sample sizes, and measures of variability) to permit meta-analysis. Authors of primary research studies should provide these summary statistics as a minimum, and editors should require them to do so. By putting policies in place that require these summary statistics to be included, or even those that require raw data, editors and authors can maximize the legacy and impact of the research they publish beyond that of their initial target audience.

Introduction

Some 8323 scientific journals were listed in Journal Citation Reports in 2013, with tens of thousands more journals unlisted. The vast majority of these journals have been given impact factors in the lower end of the spectrum, giving a classic Poisson distribution with a median of approximately 0.5 and 1.0 (Thomson Reuters 2013 ). Thus, the majority of journals are typically more applied (i.e., focused on more practical subjects) than their counterparts at the far end of the spectrum, publishing research that targets specific audiences. Much of the research in these publications uses model species and habitats or case studies to simplify more complex systems (e.g., Rantalainen et al. 2008 ). While these studies are often quite specific, they can inform wider analyses if, for example, used in a meta-analysis and systematic reviews (SRs) (Pullin and Knight 2001 ).

Meta-analyses are statistical methods that combine like studies to create a single study of far greater effective sample size than any of its constituent parts (Glass 1976 ). These analyses are used where individual studies disagree, or where individual studies are thought to be of insufficient power to identify significant effects. Meta-analyses are powerful tools to increase the value and impact of research. Meta-analysis has been widely used in recent decades in medicine to identify significant patterns in the evidence that may go undetected in individual studies (O’Rourke 2007 ). Analyzed together, the evidence provided by individual studies is more powerful than the sum of its individual analyses. Furthermore, meta-analyses allow us to examine the effect of modifying factors that may not have been considered in the original research. For example, while individual studies on the effect of drainage on greenhouse gas emissions from peatlands may each have been undertaken in sites with a specific mean annual rainfall and temperature, when studies are combined in a meta-analysis the effect of meteorology on the relationship between land management and emissions can be examined (also referred to as sources of heterogeneity and effect modifiers ) (Haddaway et al. 2014 ).

Meta-analyses in the health sciences have identified significant positive effects of potentially life-saving therapies where individual studies have failed to find an effect. One example of the potential influence of meta-analyses on policy is demonstrated by the review of the use of streptokinase in the treatment of myocardial infarction (commonly known as a heart attack). A meta-analysis that arranged and analyzed studies cumulatively through time over a 30-year period identified a statistically significant reduction in mortality resulting from the therapeutic use of streptokinase following myocardial infarction. This significant effect was clear in the cumulative meta-analysis after only 14 years of research, but streptokinase was not widely recommended until more than a decade later when two large-scale trials (mega trials) identified a significant effect (Lau et al. 1992 ). This striking example demonstrates the potentially preventable loss of life that results from missing patterns in the evidence identified through pooling studies.

Meta-analyses in medicine, and more recently in environmental management and conservation (Gurevitch et al. 1992 ), have been developed even further by the establishment of systematic review methodology (Pullin and Stewart 2006 ; Higgins and Green 2011 ). Systematic reviews aim to identify all available evidence for a specific question using a detailed, pre-defined methodology. This methodology aims to minimize various biases, such as publication bias and selection bias that may affect traditional reviews.

The power and utility of meta-analyses, however, is reduced significantly when primary research does not report sufficient data to allow full quantitative analyses. These studies with missing data must be excluded from the analysis despite being relevant and providing some informative results. Broadly speaking, primary research articles should report three key measures to facilitate their inclusion in a meta-analysis: mean effect size , sample size , and measure of variability (typically standard deviation, standard error, or confidence intervals). Effect sizes are summary statistics that estimate the magnitude of effect of a specific intervention (e.g., application of a pesticide) or exposure (e.g., soil water content). One form of effect sizes where studies report their results in the same units would be the raw mean difference, the control sample mean subtracted from the intervention sample mean, which represents the direct additional effect of the intervention in meaningful units. Other examples of effect sizes include correlation coefficients, risk ratios, and specific effect sizes designed for meta-analysis such as Hedges g . Different effect size types are suitable for different outcome measures and data types (Borenstein et al. 2011 ). Measures of variability indicate the uncertainty of effect size estimates and are used in meta-analyses to weight studies according to the variability in the data around the sample means, in order to give more weight to more precise studies. A range of possible variability measures can be used in meta-analyses as these are interchangeable. Sample sizes relate to the true sample size of the study and should not include pseudoreplicates. True replicates are those samples that are measured at the same level as that at which the intervention is experienced: if treatments are delivered at the field level, then replicates are fields and NOT plots within fields.

Where quantitative data for the key measures described above are not presented in the text or tables of relevant studies, this information can often be extracted from figures of summary metrics or raw data (e.g., Tummers 2006 ). In some cases other data can be included in a meta-analysis. For example, meta-analysis can be performed on p values (Fisher 1932 ), but such analyses do not consider the magnitude or the direction of effect, and cannot investigate sources of heterogeneity, so should be restricted to use when other options for meta-analysis are exhausted (Jones 1995 ).

Where data on key measures are missing from some studies, for example variability measures, it may be appropriate to impute these values (see Harris et al. 2009 ). Imputing involves replacing a missing value with an appropriate substitute. It enables the inclusion of studies that would otherwise be excluded due to the lack of reported data, and thus mitigating the potential impact this would have on the power and bias of the pooled effect (Wiebe et al. 2006 ; Burgess et al. 2013 ). This may be generated, for example for variability measures, in one of a number of ways: it may be based on an understanding of the population being studied; from a mean variability identified from other studies included in the meta-analysis; or from the largest variance reported in other included studies in order to be more conservative. One final option is to perform multiple imputation using several methods and substituting some form of average where the data are missing. Imputing is often appropriate in medicine, where meta-analyses involve large numbers of studies and imputing of a small number of studies’ variability is less influential on the overall analysis. Meta-analysis in environmental sciences, however, rarely involves large samples sizes, and large proportions of the evidence base may be missing data. Three recent systematic reviews highlight this problem. A recent systematic review of the impact of terrestrial protected areas on human well-being identified 281 outcome measures across 49 studies, but 82 percent of these studies reported measures with no variability (Pullin et al. 2013 ). Another review of the impact of land management on lowland peatland carbon greenhouse gas flux identified 33 of 111 studies that lacked measures of variability, precluding their inclusion in meta-analysis (Haddaway et al. 2014 ). In a systematic review of the impact of reindeer grazing on arctic and alpine vegetation, currently underway, 30 percent of the included articles were unable to be included in meta-analysis due to a lack of either variability (10 of 53 studies) or true sample size (6 of 53 studies) (Bernes et al. 2013 ). Despite the availability and use of imputing methods in the health care discipline, these are not always feasible in the environment setting, and therefore there are even more imperative primary studies to report the variance data. Studied human populations are typically far less variable and more predictable than the range of studied populations included in meta-analyses in the environmental sciences (Haddaway et al. 2014 ). As a result, imputing in environmental sciences meta-analyses is rarely likely to be appropriate.

One other solution to the problem of missing values is to contact the authors of relevant studies with a request for supplemental data. Such requests are more successful with recently published manuscripts (Vines et al. 2014 ), where email addresses are supplied and are still functional. Email requests for data in meta-analyses typically have low success rates (e.g., Gibson et al. 2006 ), with only a small minority of contacted authors responding with usable data. The process should be encouraged where resources allow, since the increase in usable data is often valuable. For older research, however, such contact is often not feasible. This latter point raises concerns about a possible bias resulting from the presence of more usable data in meta-analyses from more recent research. Such bias should not be ignored, but little can be done to account for it.

In systematic reviews, study results can often still be synthesized narratively in the form of textual descriptions, tabulation, and the production of figures despite being lost from meta-analyses. However, such narrative syntheses are not as powerful as meta-analyses, which should be the main aim of a quantitative (aggregative) systematic review. Furthermore, if some studies are missing effect sizes and statistical results, little use can be made of their results.

Those with experience in meta-analysis and systematic review understand the value of well-reported summary data in primary research articles, and failing this, the provision of raw data. To ensure the legacy of primary research and maximize its value, however, it should be the priority of journal editors and manuscript authors to ensure that all primary researches report quantitative data either in summary or raw form. Summary data should be provided with measures of variability to ensure that it can be included in meta-analyses. Maximizing the use of existing evidence in meta-analyses may also potentially conserve resources that would otherwise be used for additional primary research, where answers already exist in the literature. This policy follows the recommendations made in the CONSORT Statement (BMJ 2010a , b ) in medicine that call for better reporting of clinical trials.

Some journals have recently begun to demand the publication of raw data alongside manuscripts. The Public Library of Sciences (PLoS), for example, amended their data policy in December 2013 to state that “PLOS journals require authors to make all data underlying the findings described in their manuscript fully available without restriction.” Such a policy is a bold move in a competitive publishing market; the majority of other journals, particularly those that are not fully turning to Open Access, may find such a move difficult to implement. Summary data for treatment and control groups in the form of means, sample sizes, and variability measures are a far simpler, yet just as effective, requisite that will maximize the legacy and usability of primary research.

Systematic reviews and meta-analyses include research from a range of time periods, not solely more recent publications. As the publishing world advances and reporting of raw and summary data improve, the historic research that lacks sufficient data to permit meta-analysis could be made useful with the establishment of a universal database for the deposition of raw and summary data. Such a database could mirror the advances in independent post-publication peer review such as www.PubPeer.com . This project would require a significant effort to establish, maintain, and advertise.

Acknowledgments

I thank Claes Bernes, Ruth Lewis, and two anonymous reviewers for their comments on a draft version of the manuscript.

is a Postdoctoral Research Officer at the Centre for Evidence-Based Conservation, School of Environment, Natural Resources and Geography, Bangor University, Bangor, LL57 2UW, UK.

• Bernes C, Bråthen KA, Forbes BC, Hofgaard A, Moen J, Speed JD. What are the impacts of reindeer/caribou ( Rangifer tarandus L.) on arctic and alpine vegetation? A systematic review protocol. Environmental Evidence. 2013; 2 :6. doi: 10.1186/2047-2382-2-6. [ CrossRef ] [ Google Scholar ]
• BMJ CONSORT 2010 statement: Updated guidelines for reporting parallel group randomised trials. BMJ. 2010; 340 :332. doi: 10.1136/bmj.c332. [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]
• BMJ The new CONSORT statement. BMJ. 2010; 340 :c1432. doi: 10.1136/bmj.c1432. [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Borenstein M, Hedges LV, Higgins JP, Rothstein HR. Introduction to meta-analysis. Chichester: Wiley; 2011. [ Google Scholar ]
• Burgess S, White IR, Resch-Rigon M, Wood AM. Combining multiple imputation and meta-analysis with individual participant data. Statistics in Medicine. 2013; 32 (26):4499–4514. doi: 10.1002/sim.5844. [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Fisher RA. Statistical methods for research workers. London: Oliver & Boyd; 1932. [ Google Scholar ]
• Gibson CA, Bailey BW, Carper MJ, LeCheminant JD, Kirk EP, Huang G, Drowatzky DuBose K, Donnelly JE. Author contacts for retrieval of data for a meta-analysis on exercise and diet restriction. International Journal of Technology Assessment in Health Care. 2006; 22 (02):267–270. doi: 10.1017/S0266462306051105. [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Glass GV. Primary, secondary, and meta-analysis of research. Educational Researcher. 1976; 5 (10):3–8. doi: 10.3102/0013189X005010003. [ CrossRef ] [ Google Scholar ]
• Gurevitch J, Morrow LL, Wallace A, Walsh JS. A meta-analysis of competition in field experiments. The American Naturalist. 1992; 140 (4):539–572. doi: 10.1086/285428. [ CrossRef ] [ Google Scholar ]
• Haddaway NR, Burden A, Evans CD, Healey JR, Jones DL, Dalrymple SE, Pullin AS. Evaluating effects of land management on greenhouse gas fluxes and carbon balances in boreo-temperate lowland peatland systems. Environmental Evidence. 2014; 3 :5. doi: 10.1186/2047-2382-3-5. [ CrossRef ] [ Google Scholar ]
• Harris C, Hedges LV, Valentine JC. Handbook of research synthesis and meta-analysis. New York: Russell Sage Foundation; 2009. [ Google Scholar ]
• Higgins, J.P.T., and S. Green. 2011. Cochrane Handbook for Systematic Reviews of Interventions Version 5.1.0. Updated March 2011. Retrieved March 1, 2014, from www.cochrane-handbook.org .
• Jones D. Meta-analysis: weighing the evidence. Statistics in Medicine. 1995; 14 :137–149. doi: 10.1002/sim.4780140206. [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Lau J, Antman EM, Jimenez-Silva J, Kupelnick B, Mosteller F, Chalmers TC. Cumulative meta-analysis of therapeutic trials for myocardial infarction. New England Journal of Medicine. 1992; 327 (4):248–254. doi: 10.1056/NEJM199207233270406. [ PubMed ] [ CrossRef ] [ Google Scholar ]
• O’Rourke K. An historical perspective on meta-analysis: dealing quantitatively with varying study results. Journal of the Royal Society of Medicine. 2007; 100 (12):579–582. doi: 10.1258/jrsm.100.12.579. [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Pullin AS, Knight TM. Effectiveness in conservation practice: Pointers from medicine and public health. Conservation Biology. 2001; 15 (1):50–54. doi: 10.1046/j.1523-1739.2001.99499.x. [ CrossRef ] [ Google Scholar ]
• Pullin AS, Stewart GB. Guidelines for systematic review in conservation and environmental management. Conservation Biology. 2006; 20 (6):1647–1656. doi: 10.1111/j.1523-1739.2006.00485.x. [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Pullin AS, Bangpan M, Dalrymple S, Dickson K, Haddaway NR, Healey JR, Hauari H, Hockley N, et al. Human well-being impacts of terrestrial protected areas. Environmental Evidence. 2013; 2 :19. doi: 10.1186/2047-2382-2-19. [ CrossRef ] [ Google Scholar ]
• Rantalainen ML, Haimi J, Fritze H, Pennanen T, Setala H. Soil decomposer community as a model system in studying the effects of habitat fragmentation and habitat corridors. Soil Biology & Biochemistry. 2008; 40 (4):853–863. doi: 10.1016/j.soilbio.2007.11.008. [ CrossRef ] [ Google Scholar ]
• Thomson Reuters. 2013. 2012 Journal Citation Reports ® Science Edition. Accessed October, 2013.
• Tummers, B. 2006. DataThief III. Retrieved March 1, 2014, from http://datathief.org .
• Vines TH, Albert AYK, Andrew RL, Débarre F, Bock DG, Franklin MT, Gilbert KJ, Moore J-S, et al. The availability of research data declines rapidly with article age. Current Biology. 2014; 24 :94–97. doi: 10.1016/j.cub.2013.11.014. [ PubMed ] [ CrossRef ] [ Google Scholar ]
• Wiebe N, Vandermeer B, Platt RW, Klassen TP, Moher D, Barrowman NJ. A systematic review identifies a lack of standardization in methods for handling missing variance data. Journal of Clinical Epidemiology. 2006; 59 :342–353. doi: 10.1016/j.jclinepi.2005.08.017. [ PubMed ] [ CrossRef ] [ Google Scholar ]

Interviewing one's peers: methodological issues in a study of health professionals

Affiliation.

• 1 Primary Care Musculoskeletal Research Centre, Keele University, Staffordshire, UK.
• PMID: 17118866
• DOI: 10.1080/02813430601008479

Objective: Although health professionals are increasingly undertaking qualitative interviews with professional peers, there is little literature regarding the methodological implications of this process. The aim of the study was to elicit from informants their views on being interviewed by a fellow health professional.

Design: Semi-structured interviews with nine general practitioners (GPs), three rheumatologists, and three physical therapists, with a substantive focus on perceptions of osteoarthritis. The interviewer was a GP, and informants were asked for their reactions to being interviewed by a fellow professional. Data were analysed by hand, using a thematic approach.

Setting: Primary care clinics and practices in the UK.

Results: Although reassured to the contrary, many informants viewed the interview as a test of their professional knowledge. The interview was also seen by some GPs as serving an educational process, with the interviewer as an authoritative source of clinical information. There were some indications of professional vulnerability among informants in relation to possible scrutiny of their practice or knowledge, though none reported a negative experience of the interview. Notions of professional identity appeared central to many of the issues that emerged.

Conclusion: The nature of the relationship in interviews involving professional peers creates specific methodological issues, which have important implications for qualitative research in primary healthcare. There are both advantages and disadvantages to interviewing professional peers, which should be considered in the light of the objectives of a particular study.

Publication types

• Research Support, Non-U.S. Gov't
• Attitude of Health Personnel*
• Clinical Competence
• Family Practice / education
• Interprofessional Relations*
• Interviews as Topic / methods*
• Osteoporosis / diagnosis
• Osteoporosis / therapy
• Peer Group*
• Physical Therapy Specialty / education
• Physicians / psychology*
• Physicians, Family / education
• Physicians, Family / psychology
• Rheumatology / education

• How it works

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.

Hire an Expert Researcher

Orders completed by our expert writers are

• Formally drafted in academic style
• 100% Plagiarism free & 100% Confidential
• Never resold
• Include unlimited free revisions
• Completed to match exact client requirements

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.

You May Also Like

Discourse analysis is an essential aspect of studying a language. It is used in various disciplines of social science and humanities such as linguistic, sociolinguistics, and psycholinguistic.

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

A case study is a detailed analysis of a situation concerning organizations, industries, and markets. The case study generally aims at identifying the weak areas.

USEFUL LINKS

LEARNING RESOURCES

COMPANY DETAILS

• How It Works

Dissertations

• Where to start
• Research Proposal
• Primary Research
• Literature Review
• Methodology
• Guest Blog: How to publish your research paper
• Downloadable Resources
• Further Reading

What is it?

Primary research involves collecting data from primary (original) sources. For example, your study may involve questioning participants through a questionnaire or interview, or it may analyse company or government documents, or study the impact of one variable on another.

What are the benefits of primary research?

There are advantages and disadvantages of any approach. The advantages of conducting primary research are that it is current, as you have collected up-to-date data, and is accurate to your topic, as it should directly answer your research question. The disadvantages are that it can be time-consuming to collect and analyse the information and to plan and organise the research (so you have to be extra organised).

How do I write it?

This is usually dependent on the data you are collecting. However, the layout when writing up primary research follows a similar pattern:

• Introduction
• Recommendations (if necessary)

There may be some forms of research, for example some interviews, where you are expected to merge your results and discussion sections together, as you discuss the results in depth as each result is announced.

• << Previous: Ethics
• Next: Literature Review >>
• Last Updated: Aug 30, 2023 1:11 PM
• URL: https://libguides.derby.ac.uk/dissertations

• Today's news
• Reviews and deals
• Climate change
• 2024 election
• Fall allergies
• Health news
• Mental health
• Sexual health
• Family health
• So mini ways
• Unapologetically
• Buying guides

Entertainment

• How to Watch
• My watchlist
• Stock market
• Biden economy
• Personal finance
• Stocks: most active
• Stocks: gainers
• Stocks: losers
• Trending tickers
• World indices
• US Treasury bonds
• Top mutual funds
• Highest open interest
• Highest implied volatility
• Currency converter
• Basic materials
• Communication services
• Consumer cyclical
• Consumer defensive
• Financial services
• Industrials
• Real estate
• Mutual funds
• Credit cards
• Credit card rates
• Balance transfer credit cards
• Business credit cards
• Cash back credit cards
• Rewards credit cards
• Travel credit cards
• Checking accounts
• Online checking accounts
• High-yield savings accounts
• Money market accounts
• Personal loans
• Student loans
• Car insurance
• Home buying
• Options pit
• Investment ideas
• Research reports
• Fantasy football
• Pro Pick 'Em
• College Pick 'Em
• Fantasy baseball
• Fantasy hockey
• Fantasy basketball
• Download the app
• Daily fantasy
• Scores and schedules
• GameChannel
• World Baseball Classic
• Premier League
• CONCACAF League
• Champions League
• Motorsports
• Horse racing
• Newsletters

New on Yahoo

• Privacy Dashboard

OUL students help tutor at Amanda primary school in math and reading

AMANDA − Primary school students in the Amanda-Clearcreek Local School District who need a little help in reading and math are getting it from some Ohio University Lancaster students.

The district is using OUL students studying to be teachers to help tutor some kindergarten through second-grade students. This the second year of the program, but the first the tutors working during school hours. Last year, they tutored after school.

Superintendent Timothy Edwards said 60 students received tutoring last year. He didn't have the number for this year, but said it believes it's more than 60. The district has worked with between four to six tutors the past two years.

Edwards said there are advantages and disadvantages to in-school tutoring. He said one advantage, however, is the in-school tutoring allows for better attendance of those needing a tutor than the after-school program did.

Edwards said the tutoring program has been well-received by the primary school teachers.

"The teachers are very positive," he said. "Last year it definitely had a benefit. Students were able to get that extra bump and we were seeing the gains. Our primary elementary teachers are both working very hard to address reading gaps. You still have students that are working up through elementary that were going in those fundamental foundation years through COVID. So we're still trying to work through some of those gaps."

Edwards said since those children were not out talking to others and being exposed to others, it does impact their development.

Primary school principal Michelle Fraley said the tutors work with at-risk students.

"It's going wonderful," she said. "They're impacting probably 50-plus kids every single day that they tutor."

Fraley said the students also enjoy the tutoring program.

"What I love the most is the students don't even realize they're working hard," she said. "I would love for this model to continue and even to grow to other districts."

But Fraley said that depends on whether the state will again fund the program next year.

[email protected]

740-681-4340

Twitter/X: @JeffDBarron

This article originally appeared on Lancaster Eagle-Gazette: OUL students help tutor Amanda primary students in math and reading

Recommended Stories

Microsoft's lightweight phi-3 mini model can run on smartphones.

Microsoft has unveiled its latest light AI model called the Phi-3 Mini designed to run smartphones and other devices.

Mortgage rates today, April 23, 2024: Will rates continue rising this week?

These are today's mortgage rates. We wonder whether rates will rise for the fourth week in a row later this week. Lock in your rate today.

Metaphor: ReFantazio, a fantasy RPG from the Persona 5 team, comes out in October

Metaphor: ReFantazio is coming out on October 11, and you can pre-order it right now.

Julie Andrews is staying active at 88 and writing books with daughter Emma Walton Hamilton. She says her training as a child star 'gave me a work ethic.'

The "Mary Poppins" star on staying curious and the power of reading.

Adobe Photoshop's latest beta makes AI-generated images from simple text prompts

Adobe will now let you use AI to generate images directly within Photoshop. That's just the beginning.

Tesla earnings preview: Investors eye EV demand, guidance, and product roadmap following stock wipeout

Tesla will report Q1 earnings after the bell on Tuesday, giving a much-needed update on the EV maker’s current and future prospects as investor sentiment slides.

NCAA officially ratifies new rules allowing athletes to transfer multiple times and still be immediately eligible

As long as they are academically eligible, the NCAA will no longer limit how many times athletes can transfer schools without penalty.

NFL Draft: Would QB-needy Patriots actually trade down from No. 3? Here's what the league thinks

There's bountiful recent precedent for trading the third overall pick. Question is, does New England fit the model of those teams?

Mysteries of the 2024 NFL Draft, grading past first-round QBs | Zero Blitz

Jason Fitz and Frank Schwab join forces to get their final thoughts on the 2024 NFL Draft in before it all kicks off on Thursday night. The duo start with the Denver Broncos' new uniforms and Fitz' strong thoughts on Arena football. There's a lot of hype around the quarterbacks in this year's draft, but Fitz and Frank provide a reality check by grading every first-round quarterback selected between 2018 and 2022, assigning only 3 As and 7 Fs (and having a very real conversation around Justin Herbert's grade). There are still a few big question marks in this year's draft that will have big ramifications, so Fitz and Frank go detective mode and discuss what the Washington Commanders will do at 2, the New England Patriots at 3, whether or not Michael Penix Jr. and Bo Nix will make it past Denver, the Minnesota Vikings and Las Vegas Raiders in the middle of the first round and if the Dallas Cowboys will make a move to address their biggest hole. The dynamic duo finish off the show by snake drafting the biggest draft busts of all time.

Newsletter service Ghost will support the fediverse protocol ActivityPub

Newsletter platform Ghost is the latest service to pledge support for ActivityPub, the open source protocol powering the fediverse.

Here's a lab-grown diamond startup that’s attracted a16z's attention

What's more, the company expects to generate $20-$30 million in revenue this year, and has a three-month customer repurchase rate of roughly 20%, according to its founder and CEO, Adam Hua. Pascal's pitch is that it can make diamond jewelry accessible by using lab-grown diamonds that are chemically and physically akin to natural diamonds but cost one-twentieth of the price. The company's gem-studded jewelry starts at as little as $70, and it is hoping using cultivated diamonds will help it gain a foothold in the more affordable segment of the wider jewelry market.

Do women make better physicians? New study finds patients with female doctors have a lower risk of death and hospital readmission rates.

Although women in particular do better under the care of a female doctor, the research revealed that both men and women with female physicians have better outcomes.

Eva Longoria says powder can settle into fine lines when you're over 40 — she uses this $12 creamy concealer instead

Blur blemishes and discoloration in seconds with this $12 formula by L'Oreal.

Zuckerberg wants more companies to build Meta-powered headsets

Mark Zuckerberg says Meta will open up its Quest operating system so that third-party companies can build new headsets.

Save up to 45% with these rare Amazon deals on Martha Stewart kitchenware — as a pro baker, here are my picks

You can score a sleek Dutch oven for $60, a 14-piece knife set for $42 and more.

Nearly 18,000 fans love this Samsung tablet as an iPad alternative — and it's $50 off

Use the speedy helper to browse the web, stream content and store all your notes.

Nelly Korda, after historic fifth straight win, WDs from LA Championship: 'I am definitely feeling exhausted'

"I feel I need to listen to my body and get some rest, so I can be ready for the remainder of the season."

Anthony Davis fed up with not winning Defensive Player of the Year: 'The league doesn't like me'

Does Davis have a DPOY case? The Lakers' star definitely thinks so.

Report: Jets trading QB Zach Wilson to Broncos

Wilson's starting over in Denver.

Matt Ryan officially retires as a Falcon, did he do enough to make the Hall of Fame?

Matt Ryan's legacy with the Falcons will be debated.

Log in using your username and password

• Search More Search for this keyword Advanced search
• Latest content
• Call for Papers
• BMJ Journals More You are viewing from: Google Indexer

You are here

• Volume 7, Issue 2
• Semistructured interviewing in primary care research: a balance of relationship and rigour
• Article Text
• Article info
• Citation Tools
• Rapid Responses
• Article metrics

• http://orcid.org/0000-0002-2660-3358 Melissa DeJonckheere 1 and
• Lisa M Vaughn 2 , 3
• 1 Department of Family Medicine , University of Michigan , Ann Arbor , Michigan , USA
• 2 Department of Pediatrics , University of Cincinnati College of Medicine , Cincinnati , Ohio , USA
• 3 Division of Emergency Medicine , Cincinnati Children's Hospital Medical Center , Cincinnati , Ohio , USA
• Correspondence to Dr Melissa DeJonckheere; mdejonck{at}med.umich.edu

Semistructured in-depth interviews are commonly used in qualitative research and are the most frequent qualitative data source in health services research. This method typically consists of a dialogue between researcher and participant, guided by a flexible interview protocol and supplemented by follow-up questions, probes and comments. The method allows the researcher to collect open-ended data, to explore participant thoughts, feelings and beliefs about a particular topic and to delve deeply into personal and sometimes sensitive issues. The purpose of this article was to identify and describe the essential skills to designing and conducting semistructured interviews in family medicine and primary care research settings. We reviewed the literature on semistructured interviewing to identify key skills and components for using this method in family medicine and primary care research settings. Overall, semistructured interviewing requires both a relational focus and practice in the skills of facilitation. Skills include: (1) determining the purpose and scope of the study; (2) identifying participants; (3) considering ethical issues; (4) planning logistical aspects; (5) developing the interview guide; (6) establishing trust and rapport; (7) conducting the interview; (8) memoing and reflection; (9) analysing the data; (10) demonstrating the trustworthiness of the research; and (11) presenting findings in a paper or report. Semistructured interviews provide an effective and feasible research method for family physicians to conduct in primary care research settings. Researchers using semistructured interviews for data collection should take on a relational focus and consider the skills of interviewing to ensure quality. Semistructured interviewing can be a powerful tool for family physicians, primary care providers and other health services researchers to use to understand the thoughts, beliefs and experiences of individuals. Despite the utility, semistructured interviews can be intimidating and challenging for researchers not familiar with qualitative approaches. In order to elucidate this method, we provide practical guidance for researchers, including novice researchers and those with few resources, to use semistructured interviewing as a data collection strategy. We provide recommendations for the essential steps to follow in order to best implement semistructured interviews in family medicine and primary care research settings.

• qualitative research

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0

https://doi.org/10.1136/fmch-2018-000057

Statistics from Altmetric.com

Request permissions.

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.

Introduction

Semistructured interviews can be used by family medicine researchers in clinical settings or academic settings even with few resources. In contrast to large-scale epidemiological studies, or even surveys, a family medicine researcher can conduct a highly meaningful project with interviews with as few as 8–12 participants. For example, Chang and her colleagues, all family physicians, conducted semistructured interviews with 10 providers to understand their perspectives on weight gain in pregnant patients. 1 The interviewers asked questions about providers’ overall perceptions on weight gain, their clinical approach to weight gain during pregnancy and challenges when managing weight gain among pregnant patients. Additional examples conducted by or with family physicians or in primary care settings are summarised in table 1 . 1–6

• View inline

Examples of research articles using semistructured interviews in primary care research

From our perspective as seasoned qualitative researchers, conducting effective semistructured interviews requires: (1) a relational focus, including active engagement and curiosity, and (2) practice in the skills of interviewing. First, a relational focus emphasises the unique relationship between interviewer and interviewee. To obtain quality data, interviews should not be conducted with a transactional question-answer approach but rather should be unfolding, iterative interactions between the interviewer and interviewee. Second, interview skills can be learnt. Some of us will naturally be more comfortable and skilful at conducting interviews but all aspects of interviews are learnable and through practice and feedback will improve. Throughout this article, we highlight strategies to balance relationship and rigour when conducting semistructured interviews in primary care and the healthcare setting.

Qualitative research interviews are ‘attempts to understand the world from the subjects’ point of view, to unfold the meaning of peoples’ experiences, to uncover their lived world prior to scientific explanations’ (p 1). 7 Qualitative research interviews unfold as an interviewer asks questions of the interviewee in order to gather subjective information about a particular topic or experience. Though the definitions and purposes of qualitative research interviews vary slightly in the literature, there is common emphasis on the experiences of interviewees and the ways in which the interviewee perceives the world (see table 2 for summary of definitions from seminal texts).

Definitions of qualitative interviews

The most common type of interview used in qualitative research and the healthcare context is semistructured interview. 8 Figure 1 highlights the key features of this data collection method, which is guided by a list of topics or questions with follow-up questions, probes and comments. Typically, the sequencing and wording of the questions are modified by the interviewer to best fit the interviewee and interview context. Semistructured interviews can be conducted in multiple ways (ie, face to face, telephone, text/email, individual, group, brief, in-depth), each of which have advantages and disadvantages. We will focus on the most common form of semistructured interviews within qualitative research—individual, face-to-face, in-depth interviews.

• Download figure
• Open in new tab
• Download powerpoint

Key characteristics of semistructured interviews.

Purpose of semistructured interviews

The overall purpose of using semistructured interviews for data collection is to gather information from key informants who have personal experiences, attitudes, perceptions and beliefs related to the topic of interest. Researchers can use semistructured interviews to collect new, exploratory data related to a research topic, triangulate other data sources or validate findings through member checking (respondent feedback about research results). 9 If using a mixed methods approach, semistructured interviews can also be used in a qualitative phase to explore new concepts to generate hypotheses or explain results from a quantitative phase that tests hypotheses. Semistructured interviews are an effective method for data collection when the researcher wants: (1) to collect qualitative, open-ended data; (2) to explore participant thoughts, feelings and beliefs about a particular topic; and (3) to delve deeply into personal and sometimes sensitive issues.

Designing and conducting semistructured interviews

In the following section, we provide recommendations for the steps required to carefully design and conduct semistructured interviews with emphasis on applications in family medicine and primary care research (see table 3 ).

Steps to designing and conducting semistructured interviews

Steps for designing and conducting semistructured interviews

Step 1: determining the purpose and scope of the study.

The purpose of the study is the primary objective of your project and may be based on an anecdotal experience, a review of the literature or previous research finding. The purpose is developed in response to an identified gap or problem that needs to be addressed.

Research questions are the driving force of a study because they are associated with every other aspect of the design. They should be succinct and clearly indicate that you are using a qualitative approach. Qualitative research questions typically start with ‘What’, ‘How’ or ‘Why’ and focus on the exploration of a single concept based on participant perspectives. 10

Step 2: identifying participants

After deciding on the purpose of the study and research question(s), the next step is to determine who will provide the best information to answer the research question. Good interviewees are those who are available, willing to be interviewed and have lived experiences and knowledge about the topic of interest. 11 12 Working with gatekeepers or informants to get access to potential participants can be extremely helpful as they are trusted sources that control access to the target sample.

Sampling strategies are influenced by the research question and the purpose of the study. Unlike quantitative studies, statistical representativeness is not the goal of qualitative research. There is no calculation of statistical power and the goal is not a large sample size. Instead, qualitative approaches seek an in-depth and detailed understanding and typically use purposeful sampling. See the study of Hatch for a summary of various types of purposeful sampling that can be used for interview studies. 12

‘How many participants are needed?’ The most common answer is, ‘it depends’—it depends on the purpose of the study, what kind of study is planned and what questions the study is trying to answer. 12–14 One common standard in qualitative sample sizes is reaching thematic saturation, which refers to the point at which no new thematic information is gathered from participants. Malterud and colleagues discuss the concept of information power , or a qualitative equivalent to statistical power, to determine how many interviews should be collected in a study. They suggest that the size of a sample should depend on the aim, homogeneity of the sample, theory, interview quality and analytic strategy. 14

Step 3: considering ethical issues

An ethical attitude should be present from the very beginning of the research project even before you decide who to interview. 15 This ethical attitude should incorporate respect, sensitivity and tact towards participants throughout the research process. Because semistructured interviewing often requires the participant to reveal sensitive and personal information directly to the interviewer, it is important to consider the power imbalance between the researcher and the participant. In healthcare settings, the interviewer or researcher may be a part of the patient’s healthcare team or have contact with the healthcare team. The researchers should ensure the interviewee that their participation and answers will not influence the care they receive or their relationship with their providers. Other issues to consider include: reducing the risk of harm; protecting the interviewee’s information; adequately informing interviewees about the study purpose and format; and reducing the risk of exploitation. 10

Step 4: planning logistical aspects

Careful planning particularly around the technical aspects of interviews can be the difference between a great interview and a not so great interview. During the preparation phase, the researcher will need to plan and make decisions about the best ways to contact potential interviewees, obtain informed consent, arrange interview times and locations convenient for both participant and researcher, and test recording equipment. Although many experienced researchers have found themselves conducting interviews in less than ideal locations, the interview location should avoid (or at least minimise) interruptions and be appropriate for the interview (quiet, private and able to get a clear recording). 16 For some research projects, the participants’ homes may make sense as the best interview location. 16

Initial contacts can be made through telephone or email and followed up with more details so the individual can make an informed decision about whether they wish to be interviewed. Potential participants should know what to expect in terms of length of time, purpose of the study, why they have been selected and who will be there. In addition, participants should be informed that they can refuse to answer questions or can withdraw from the study at any time, including during the interview itself.

Audio recording the interview is recommended so that the interviewer can concentrate on the interview and build rapport rather than being distracted with extensive note taking 16 (see table 4 for audio-recording tips). Participants should be informed that audio recording is used for data collection and that they can refuse to be audio recorded should they prefer.

Suggestions for successful audio recording of interviews

Most researchers will want to have interviews transcribed verbatim from the audio recording. This allows you to refer to the exact words of participants during the analysis. Although it is possible to conduct analyses from the audio recordings themselves or from notes, it is not ideal. However, transcription can be extremely time consuming and, if not done yourself, can be costly.

In the planning phase of research, you will want to consider whether qualitative research software (eg, NVivo, ATLAS.ti, MAXQDA, Dedoose, and so on) will be used to assist with organising, managing and analysis. While these tools are helpful in the management of qualitative data, it is important to consider your research budget, the cost of the software and the learning curve associated with using a new system.

Step 5: developing the interview guide

Semistructured interviews include a short list of ‘guiding’ questions that are supplemented by follow-up and probing questions that are dependent on the interviewee’s responses. 8 17 All questions should be open ended, neutral, clear and avoid leading language. In addition, questions should use familiar language and avoid jargon.

Most interviews will start with an easy, context-setting question before moving to more difficult or in-depth questions. 17 Table 5 gives details of the types of guiding questions including ‘grand tour’ questions, 18 core questions and planned and unplanned follow-up questions.

Questions and prompts in semistructured interviewing

To illustrate, online supplementary appendix A presents a sample interview guide from our study of weight gain during pregnancy among young women. We start with the prompt, ‘Tell me about how your pregnancy has been so far’ to initiate conversation about their thoughts and feelings during pregnancy. The subsequent questions will elicit responses to help answer our research question about young women’s perspectives related to weight gain during pregnancy.

Supplemental material

After developing the guiding questions, it is important to pilot test the interview. Having a good sense of the guide helps you to pace the interview (and not run out of time), use a conversational tone and make necessary adjustments to the questions.

Like all qualitative research, interviewing is iterative in nature—data collection and analysis occur simultaneously, which may result in changes to the guiding questions as the study progresses. Questions that are not effective may be replaced with other questions and additional probes can be added to explore new topics that are introduced by participants in previous interviews. 10

Step 6: establishing trust and rapport

Interviews are a special form of relationship, where the interviewer and interviewee converse about important and often personal topics. The interviewer must build rapport quickly by listening attentively and respectfully to the information shared by the interviewee. 19 As the interview progresses, the interviewer must continue to demonstrate respect, encourage the interviewee to share their perspectives and acknowledge the sensitive nature of the conversation. 20

To establish rapport, it is important to be authentic and open to the interviewee’s point of view. It is possible that the participants you recruit for your study will have preconceived notions about research, which may include mistrust. As a result, it is important to describe why you are conducting the research and how their participation is meaningful. In an interview relationship, the interviewee is the expert and should be treated as such—you are relying on the interviewee to enhance your understanding and add to your research. Small behaviours that can enhance rapport include: dressing professionally but not overly formal; avoiding jargon or slang; and using a normal conversational tone. Because interviewees will be discussing their experience, having some awareness of contextual or cultural factors that may influence their perspectives may be helpful as background knowledge.

Step 7: conducting the interview

Location and set-up.

The interview should have already been scheduled at a convenient time and location for the interviewee. The location should be private, ideally with a closed door, rather than a public place. It is helpful if there is a room where you can speak privately without interruption, and where it is quiet enough to hear and audio record the interview. Within the interview space, Josselson 15 suggests an arrangement with a comfortable distance between the interviewer and interviewee with a low table in between for the recorder and any materials (consent forms, questionnaires, water, and so on).

Beginning the interview

Many interviewers start with chatting to break the ice and attempt to establish commonalities, rapport and trust. Most interviews will need to begin with a brief explanation of the research study, consent/assent procedures, rationale for talking to that particular interviewee and description of the interview format and agenda. 11 It can also be helpful if the interviewer shares a little about who they are and why they are interested in the topic. The recording equipment should have already been tested thoroughly but interviewers may want to double-check that the audio equipment is working and remind participants about the reason for recording.

Interviewer stance

During the interview, the interviewer should adopt a friendly and non-judgemental attitude. You will want to maintain a warm and conversational tone, rather than a rote, question-answer approach. It is important to recognise the potential power differential as a researcher. Conveying a sense of being in the interview together and that you as the interviewer are a person just like the interviewee can help ease any discomfort. 15

Active listening

During a face-to-face interview, there is an opportunity to observe social and non-verbal cues of the interviewee. These cues may come in the form of voice, body language, gestures and intonation, and can supplement the interviewee’s verbal response and can give clues to the interviewer about the process of the interview. 21 Listening is the key to successful interviewing. 22 Listening should be ‘attentive, empathic, nonjudgmental, listening in order to invite, and engender talk’ 15 15 (p 66). Silence, nods, smiles and utterances can also encourage further elaboration from the interviewee.

Continuing the interview

As the interview progresses, the interviewer can repeat the words used by the interviewee, use planned and unplanned follow-up questions that invite further clarification, exploration or elaboration. As DiCicco-Bloom and Crabtree 10 explain: ‘Throughout the interview, the goal of the interviewer is to encourage the interviewee to share as much information as possible, unselfconsciously and in his or her own words’ (p 317). Some interviewees are more forthcoming and will offer many details of their experiences without much probing required. Others will require prompting and follow-up to elicit sufficient detail.

As a result, follow-up questions are equally important to the core questions in a semistructured interview. Prompts encourage people to continue talking and they can elicit more details needed to understand the topic. Examples of verbal probes are repeating the participant’s words, summarising the main idea or expressing interest with verbal agreement. 8 11 See table 6 for probing techniques and example probes we have used in our own interviewing.

Probing techniques for semistructured interviews (modified from Bernard 30 )

Step 8: memoing and reflection

After an interview, it is essential for the interviewer to begin to reflect on both the process and the content of the interview. During the actual interview, it can be difficult to take notes or begin reflecting. Even if you think you will remember a particular moment, you likely will not be able to recall each moment with sufficient detail. Therefore, interviewers should always record memos —notes about what you are learning from the data. 23 24 There are different approaches to recording memos: you can reflect on several specific ideas, or create a running list of thoughts. Memos are also useful for improving the quality of subsequent interviews.

Step 9: analysing the data

The data analysis strategy should also be developed during planning stages because analysis occurs concurrently with data collection. 25 The researcher will take notes, modify the data collection procedures and write reflective memos throughout the data collection process. This begins the process of data analysis.

The data analysis strategy used in your study will depend on your research question and qualitative design—see the study of Creswell for an overview of major qualitative approaches. 26 The general process for analysing and interpreting most interviews involves reviewing the data (in the form of transcripts, audio recordings or detailed notes), applying descriptive codes to the data and condensing and categorising codes to look for patterns. 24 27 These patterns can exist within a single interview or across multiple interviews depending on the research question and design. Qualitative computer software programs can be used to help organise and manage interview data.

Step 10: demonstrating the trustworthiness of the research

Similar to validity and reliability, qualitative research can be assessed on trustworthiness. 9 28 There are several criteria used to establish trustworthiness: credibility (whether the findings accurately and fairly represent the data), transferability (whether the findings can be applied to other settings and contexts), confirmability (whether the findings are biased by the researcher) and dependability (whether the findings are consistent and sustainable over time).

Step 11: presenting findings in a paper or report

When presenting the results of interview analysis, researchers will often report themes or narratives that describe the broad range of experiences evidenced in the data. This involves providing an in-depth description of participant perspectives and being sure to include multiple perspectives. 12 In interview research, the participant words are your data. Presenting findings in a report requires the integration of quotes into a more traditional written format.

Conclusions

Though semistructured interviews are often an effective way to collect open-ended data, there are some disadvantages as well. One common problem with interviewing is that not all interviewees make great participants. 12 29 Some individuals are hard to engage in conversation or may be reluctant to share about sensitive or personal topics. Difficulty interviewing some participants can affect experienced and novice interviewers. Some common problems include not doing a good job of probing or asking for follow-up questions, failure to actively listen, not having a well-developed interview guide with open-ended questions and asking questions in an insensitive way. Outside of pitfalls during the actual interview, other problems with semistructured interviewing may be underestimating the resources required to recruit participants, interview, transcribe and analyse the data.

Despite their limitations, semistructured interviews can be a productive way to collect open-ended data from participants. In our research, we have interviewed children and adolescents about their stress experiences and coping behaviours, young women about their thoughts and behaviours during pregnancy, practitioners about the care they provide to patients and countless other key informants about health-related topics. Because the intent is to understand participant experiences, the possible research topics are endless.

Due to the close relationships family physicians have with their patients, the unique settings in which they work, and in their advocacy, semistructured interviews are an attractive approach for family medicine researchers, even if working in a setting with limited research resources. When seeking to balance both the relational focus of interviewing and the necessary rigour of research, we recommend: prioritising listening over talking; using clear language and avoiding jargon; and deeply engaging in the interview process by actively listening, expressing empathy, demonstrating openness to the participant’s worldview and thanking the participant for helping you to understand their experience.

Further Reading

Edwards R, & Holland J. (2013). What is qualitative interviewing?: A&C Black.

Josselson R. Interviewing for qualitative inquiry: A relational approach. Guilford Press, 2013.

Kvale S. InterViews: An Introduction to Qualitative Research Interviewing. SAGE, London, 1996.

Pope C, & Mays N. (Eds). (2006). Qualitative research in health care.

• Gold KJ , et al
• Croxson CH ,
• Ashdown HF ,
• DeJonckheere M ,
• Robinson CH ,
• Evans L , et al
• Griffiths F ,
• Boardman F , et al
• Takemura Y ,
• Nishiue T , et al
• Schoenborn NL ,
• Pollack CE , et al
• Pietilä A-M ,
• Johnson M , et al
• Lincoln YS ,
• DiCicco-Bloom B ,
• Crabtree BF
• Malterud K ,
• Siersma VD ,
• Guassora AD
• Josselson R
• Edwards R ,
• Spradley JP
• Opdenakker R
• Anderson K ,
• Huberman AM
• Huberman AM ,
• Creswell JW
• Damschroder L

Contributors Both authors contributed equally to this work.

Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.

Competing interests None declared.

Patient consent for publication Not required.

Provenance and peer review Not commissioned; internally peer reviewed.

Read the full text or download the PDF: