Value-for-money comparison of research techniques

[Varsha Chitale]

When you need research to answer a particular problem, how do you decide whether you will use secondary or primary research? Or, what the mix of the two will be? Do you decide  on the basis of the budget you have available? Do you decide based on what your team is good at? Do you decide on the basis of the time available to you?

To ensure you get value for money (VFM) on your research, you want high quality research, with a fast turnaround time (because time is money) and at the lowest cost.

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