Developing a research design

Abstract

In the preceding chapter we addressed the question of the information gap between what we know, based upon experience, knowledge and a review of relevant secondary sources, and what we believe we need to know in order to solve the problem which we have defined as calling for solution. In the course of this examination we looked at the value of information and explored the issue of whether we should seek to carry out primary or field research on our own behalf or buy it in from a professional marketing research agency. Irrespective of that decision consideration must be given to the manner in which the primary research is to be carried out either as the basis for undertaking the work oneself, or as the basis for briefing an agent, or for assessing proposals if no guidance is given to prospective agents as to a preferred approach.