Primary Versus Secondary Research

Primary Research - A collection of experiments, investigations, or tests carried out to acquire data first hand,, fresh and new research rather than old and published sources. 

• Known as 'Field' research, working out to find answers, such as surveys, questionnaires and focus groups.
• The two basic types of primary research are qualitative and quantitative. 

Quantitative Research -collection and analysis of numerical data and statistics

• To gain an understanding of underlying reasons and motivations
• To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research
• To uncover prevalent trends in thought and opinion

Qualitative Research -  relies less on numbers and statistics but more on interviews, observations, small numbers of questionnaires, focus groups, subjective reports and case studies. 

• To quantify data and generalize results from a sample to the population of interest
• To measure the incidence of various views and opinions in a chosen sample
• Sometimes followed by qualitative research which is used to explore some findings further

Secondary Research- A collection of 'ready-made' interprets and analyses primary research. (published information)

• Secondary sources may have pictures, quotes or graphics of primary sources in them.
• Secondary research is a process of looking through published documents. ('Desk' research)  
• PUBLICATIONS: Textbooks, magazine articles, histories, criticisms, commentaries, encyclopaedias and journal, governmental publications.

To apply to Generation Y , the methods in which organisations (marketing department) use is to gather their own primary research such as questionnaires and focus through the use of technology. BUT it has to mentioned that the research varies due to age so for example gen y group of 18-30 are most likely to use online way to fill in primary research. 

From research it does discuss that media such as television and the internet are major methods to use with generation y.

Other methods include an offer to generation Y as they are more likely to purchase item if there are discounts, such as membership and loyalty cards, internet offers for mobile and other products.