Primary and Secondary Market Research
Secondary data frames the question. Primary data fills gaps specific to the decision.
Cheat sheet
Secondary data frames the question. Primary data fills gaps specific to the decision.
What to check first
Use official reports to bound broad connectivity and check whether the unit is a subscription or household.
How to make the call
Compare the independent estimates and pilot in the strongest service area.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
A Kolkata router repair business has national subscription data but needs metro-level demand.
Reveal the step-by-step solution
- Diagnose the problem.
Use official reports to bound broad connectivity and check whether the unit is a subscription or household.
- Work through the evidence.
Interview local installers and survey eligible households for failure and repair frequency.
- Recommend and validate.
Compare the independent estimates and pilot in the strongest service area.
More Indian cases
Interview question
How would you use primary and secondary market research to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Interview local installers and survey eligible households for failure and repair frequency. Compare the independent estimates and pilot in the strongest service area.