The discipline of market research is divided into two approaches: Primary and Secondary Research. Primary research is the raw data that comes directly from people. Secondary utilizes other resources.

There are also two types of research: Quantitative and Qualitative. They are distinctly different, yet complementary methods of conducting research.

The ultimate purpose of both is to give an organization important information with which to plan, monitor and evaluate its products and services.

Quantitative research provides measurements, black and white numbers. Qualitative research gives insight and depth to the metrics. It provides the Color!