Primary and Secondary Research Gathering Methods

Topics Covered in Course

  • Primary research methods and best practices
  • Secondary research methods and best practices
  • Competitive intelligence cycle
  • Secondary research uncovers organizational assumptions
  • Primary research validates/invalidates secondary assumptions
  • How secondary research drives primary research
  • Sources of secondary and primary research methods
  • 80/20 rule for each research method
  • Real-world example of secondary research
  • Limitations of secondary research
  • Which research can be outsourced
  • Which intelligence programs are associated with each research method
  • Real-world example of primary research

Templates Included

  1. 80/20 Rule Diagrams
  2. Competitive Intelligence Lifecycle Diagram

Detailed Course Description

Intelligence programs obtain their information feeds from Primary and Secondary research methods. Secondary research typically leads to Primary research, which is more labor intensive and critical for organizations in turning information into intelligence. 

Secondary research consists of press releases, analyst reports, trade journals, regulatory filings, transcripts of speeches, and other published sources of information typically found through online searches.

Primary research is more of a hands-on and direct approach that consists of discussions with existing customers, prospects, or strangely enough, competitors. Primary research flushes out information obtained from secondary research regarding attitudes, opinions, and beliefs. Primary research is typically the most time consuming because you are essentially being a detective in trying to verify assumptions based on the secondary research that was obtained.

This online course will discuss each of these two research techniques and review how organizations integrate them to drive various intelligence programs.

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