Primary research
Primary research in this study is strategically focused on providing such information that will support or disprove information provided by secondary research in Literature Review. Moreover, findings of primary research should significantly help to identify recommendations and conclusions of the study. The primary research is designed by using tools that will help the author to discuss the findings of the Guerrilla marketing online with professionals in the field on internet marketing. The objectives of the primary research are in particular:
- To assess that the secondary research findings are realistic and may be applied to the practical marketing activities of the target audience.
- To evaluate the general interest of the internet marketing specialists who are usually the early-adopters of the innovation in Internet marketing
- To evaluate if the current situation of marketing is prepared to apply findings and recommendations to be published in the study.
Moreover, the subjective opinions of the market specialists give the work an added value of critical approach and realistic assessment. Questionnaire Nature of objectives of the primary research and purpose of the primary research to identify specific individual opinions of the target audience, a questionnaire as a form of primary research is chosen. The questionnaire is a formal, written, set of closed-ended and open-ended questions that are asked of every respondent in the study. The questions may be self-administered, or interviewer-administered (Analytic Technologies, 2009).
he online questionnaire will be sent individually to carefully selected representatives of managers, entrepreneurs of marketing companies or specialists from the field of internet marketing. The online form on questionnaire is chosen because of the possibility to easily publish, send the questionnaire with the individual invitations and to easily analyse collected data. There are 30 different individuals asked for participation in the research. The online form of questionnaire is not time-demanding for the research participant and the individual is directed straight-forwardly to the research from the individual e-mail invitation sent to his/her e-mail address. The profile of the target audience is following:
- Marketing managers
- PR managers
- Internet Marketing Managers
- Media planners
- Marketing consultants, Management consultants
- IT managers
- Project managers in internet marketing
- Small business owners