Market Research Tools Primary and secondary research tools represent two different approaches to collecting data for market research. Each form of data collection has different uses, benefits and limitations. Using qualitative and quantitative approaches, the forms and tools of data collection vary. Primary and secondary research is a useful marketing tool that contains various tools. DefinitionPrimary researchPrimary research is a process of collecting data regarding the research object or problem in question directly from the real world. Examples of primary research include interviews, surveys, and observations. Primary research consists of data collected by the researcher himself specifically for the situation (Owl, 2010). Secondary Research Secondary research is data that has been previously collected by another researcher for a purpose other than the topic or problem at hand. Secondary data can consist of internal records, external sources such as printed sources (such as magazines and books), Internet sources, or other marketing data sources (Aaker, Day, & Kumar, 2007). Differences in Data Collection Tools Primary and secondary data are both useful forms of data collection for market research. Primary and secondary data vary in how they can be used, their advantages, and their overall weaknesses. DataSecondary data uses can be useful when collecting pre-formulated data, such as population numbers or income figures. Examples of such are reports from the Census Bureau. Additionally, secondary data can be useful when examining new and emerging products that could later be improved by primary research to expand your market. Secondary data is also useful for cross-referencing primary data (Aaker, ...... half of the paper ...... and that is more primary research, such as a focus group. There is little or no space of interpretation and must be focused. Quantitative research, on the other hand, is large-scale sampling, has more room for interpretation, is more random and descriptive, and comes in the form of questionnaires also benefits from quantitative research and primary research can be used to collect this data set. Primary and secondary research are two research tools that contain advantages, weaknesses and changes to their collection method. Works Cited Aaker, David A . Day, George S. Kumar, V. Marketing Research. (2007 Retrieved 5/26/2011. Gates, McDaniel, Carl Jr. Marketing Research (2007 Retrieved 5/26/2011. Primary Research. Retrieved from http:// owl.english.purdue.edu/owl/resource/559/03/