TABLE OF CONTENTS Chapters 3 and 4 were concerned with the use of data from within the organization, or data and specific services already available off-the-peg from outside bodies. Inevitably, there are many situations for which existing information is too specific, too general, out of date, unavailable, or in some other way inappropriate for providing a solution to a specific problem with which a manager is faced. This is when it is necessary to consider generating original first-hand data, which is collected with the special data requirement that the manager has, as its sole objective. This type of research is referred to as primary research, because it is first-hand. It is also known as field research, because it generally involves going out into the marketplace, or field, to gather data. The term made-to-measure research underlines the fact that the research programme is tailored to meet the precise information needs for which it is required.
| The suit | The research survey |
|---|---|
| People decide to get a new suit when the old one wears out, or there is a special occasion or a new fashion is introduced. They may decide to get a quote from a tailor. This tailor will ask:
|
