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3.2 Information Sources and Research Method Information can be generated out of secondary and/or primary market research. Secondary research is the extraction of information out of already existing data material. This can be research studies previously performed by government agencies, chambers of commerce, trade associations or others. If appropriate data sources are found, the researcher has to evaluate their accuracy. If there are no sources available, new data has to be collected by interviews or observations. This extraction of original data is called primary research (Berekoven 2001, Kinnear & Taylor 1996). A research to gather primary or secondary data can be qualitative or quantitative. Quantitative research is the study of numbers with the aim to find numerical patterns in responses to survey questionnaires or observed behaviors. Results then indicate the magnitude of people’s decision and behaviors and how these are distributed across a study population (Gorbach & Galea 2007). The qualitative market research focuses more on the related experience, social and cultural factors. The basic direction is to trace theoretical questions in a certain context and help to develop a theory (Arnould & Thompson 2005). Qualitative market research offers effective paths for the development of so far undiscovered circumstances and processes, with the main characteristics - increase of discovery, accessibility and complexity. It gives a solution to push the awareness process in a direction of more profoundness, better quality and higher degree of recognition (Buber & Holzmueller 2007). Secondly, it is very useful to capture private thoughts and feelings, preconscious factors (intuitive associations, self-evident, habitual and cultural derived attitudes) as well as emotions in complex conditions. A special strength of this method is its ability to reduce constrains of verbalizing (Ereaut, Imms and Callingham 2002). Thirdly, qualitative methods offer high effectiveness when generating insights and cognition. Because of the open, emphatic, interpretative and comprehensive approach, individual and social processes can be developed; which are extremely important for the market action (Arnould & Thompson 2005). The goal of this study was to define the solar market in the Caribbean as well as analyze its viability and thereby a qualitative market research was considered as the most suitable. Qualitative approaches allow comprehensive research about individual affective feelings or cognitive patterns and processes, as well as the resulting behaviors. They are also very useful to collect and understand reactions to marketing actions, attitudes in markets Methodology 21PDF Image | CARIBBEAN RENEWABLE ENERGY DEVELOPMENT PROGRAMME
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