Field research

Field research is so called because it is concerned with the generation and collection of original data from the field of operation or intended operation for the organization. The organization determines exactly what information is necessary and from whom it needs the information and then sets about acquiring it. The data is thus specific to the purpose for which it has been acquired, and this is often called primary research for this reason. There are two kinds of primary research: off-the-peg services and made-to-measure research.

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