There are broadly two ways of doing the research : first one is by collecting data or information first hand by talking to consumers or the stake holders whose opinion is being sought – called as “primary research”. The second one is collecting information through secondary data resources – called “secondary research”. The usefulness, the ability to look at the data in different ways and also the cost would vary depending on what is the method being used.

Within the primary research, there are again, broadly two types depending upon how it is done. The first one is called the “qualitative research”, where no rigorous sampling procedures are adopted. Here, a few consumers are spoken to – either one one one or in a group format. One would not be able to put any ‘numbers’ to such a research. On the other hand, there is another method called “quantitative research” where rigorous sampling methodology is follwed; more number of people are contacted and their opinion taken. Here, it is possible to put ‘numbers’ and there are usually a number of analysis done on the data thus generated.