Describe the different sources of primary data

What will be an ideal response?

•Customers: In consumer markets, direct research with customers who purchased products from competitors can
be useful to learn why they did so. Apply the focus group, ethnographic, or observational techniques covered
earlier in this book. In business markets, many companies require customers to sign NDAs (nondisclosure
agreements), barring customers from speaking with competitors about the company's products, thus making this
type of research more difficult.
• Distribution channels: In consumer markets, retailers work with customers every day and can provide useful
feedback as to why customers select competitors' products. In business markets, this method is not as fruitful
because many channel members have NDAs with competitors as part of the distribution agreement. If the
organization employs a sales force to sell into major accounts, interviews with them can provide insight into the
market.
• After-sales service personnel: In consumer markets, complex services and products often demand service after
the initial sale. People providing this service can give valuable feedback, based on the contact they have with
customers and their likes and dislikes about the product or service. For example, automobile manufacturers gather
feedback from automotive service personnel to understand their customers better. In business markets, after-sales
service personnel (called field service representatives) are routinely asked to provide feedback.