What are the most common research methods used in entrepreneurship?

1 Primary vs secondary research

Primary research is when you gather data directly from your target market, customers, competitors, or experts. You can use primary research to gain insights into the needs, preferences, behaviors, and opinions of your potential or existing customers. Some examples of primary research methods are surveys, interviews, focus groups, observations, and experiments. Secondary research is when you use data that has been already collected and published by other sources. You can use secondary research to gain background information, industry trends, market size, and benchmarking data. Some examples of secondary research methods are literature reviews, reports, articles, databases, and websites.

3 Exploratory vs confirmatory research

Exploratory research is when you investigate a new or unclear problem or opportunity. You can use exploratory research to identify customer segments, generate product ideas, define research questions, and formulate hypotheses. Some examples of exploratory research methods are brainstorming, mind mapping, SWOT analysis, and customer discovery. Confirmatory research is when you validate or reject a specific hypothesis or assumption. You can use confirmatory research to test product features, measure customer satisfaction, assess market potential, and verify results. Some examples of confirmatory research methods are hypothesis testing, customer feedback, market research, and performance evaluation.

4 Mixed methods research

Mixed methods research is when you combine different types of research methods to address a complex or multifaceted research problem or opportunity. You can use mixed methods research to enhance the validity, reliability, and generalizability of your research findings. Some examples of mixed methods research designs are sequential, concurrent, and transformative. Sequential design is when you conduct one type of research first and then use the results to inform the next type of research. Concurrent design is when you conduct different types of research simultaneously and then integrate the results. Transformative design is when you use a specific theoretical or practical framework to guide your research choices.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?