The document discusses types of marketing data, sources of data, and uses of data. It covers qualitative and quantitative data, primary and secondary sources, internal and external sources, and tools for data collection. Sampling techniques including probability and non-probability are also outlined. The document provides details on how to define a target population and sampling frame when collecting data.
The document discusses types of marketing data, sources of data, and uses of data. It covers qualitative and quantitative data, primary and secondary sources, internal and external sources, and tools for data collection. Sampling techniques including probability and non-probability are also outlined. The document provides details on how to define a target population and sampling frame when collecting data.
The document discusses types of marketing data, sources of data, and uses of data. It covers qualitative and quantitative data, primary and secondary sources, internal and external sources, and tools for data collection. Sampling techniques including probability and non-probability are also outlined. The document provides details on how to define a target population and sampling frame when collecting data.
The document discusses types of marketing data, sources of data, and uses of data. It covers qualitative and quantitative data, primary and secondary sources, internal and external sources, and tools for data collection. Sampling techniques including probability and non-probability are also outlined. The document provides details on how to define a target population and sampling frame when collecting data.
5/11/2022 chapter 2 5 The Type of Data • Qualitative • Quantitative
5/11/2022 chapter 2 6 Topic Quantitative research Qualitative research
Research enquiry Exploratory, descriptive, and Exploratory, descriptive and
explanatory explanatory Nature of questions Who, what, when, where, why how What, when, where, why and responses many Below the surface and Superficial and rational responses emotional responses Measurement, testing and validation Exploration ,understanding and idea generation Sampling approach Probability and non-probability Non-probability methods methods (purposive) Sample size large small Data collection Not very flexible Flexible ,interviews and Interviews and observations, surveys observation, less standardized, Standardized, structured more less structured, more-open- closed questions ended and non-directive questions data Numbers, percentages, means, Words, pictures, diagram, Less details Detailed and in-depth high reliability, low validity Context rich Statistical inferences possible High validity, low reliability Context poor Impossibility of statistical 5/11/2022 chapter 2 7 inferences Form of data
structured unstrucured Data Collection Tools Quantitative primary data • Questionnaires A questionnaire consists of a set of questions presented to respondents. Because of its flexibility, it
is by far the most common instrument used to collect primary data. The form, wording, and sequence of the questions
can all influence the responses, so testing and de-bugging are necessary. Closed-end questions specify all the possible
answers, and the responses are easier to interpret and tabulate. Open-end questions allow respondents to answer in their
own words. They are especially useful in exploratory research, where the researcher is looking for insight into how
people think rather than measuring how many think a certain way.
• The first and most important step in questionnaire design is to specify the information needed:. It is helpful to review the components of the research questions. Data Collection tools • Field experiments Experimental research seeks to determine a relationship between two variables or more—
the dependent variable and the independent .
• Used to test if questions. To measure the effect of price increase on sales
Data Collection Tools (Qualitative Data) • Qualitative methods for gauging consumer opinion because they feel consumers’ actions don’t always match their answers to survey questions. Qualitative research techniques are relatively indirect and unstructured measurement approaches, limited only by the marketing researcher’s creativity, that permit a range of responses. They can be an especially useful first step in exploring consumers’ perceptions because respondents may be less guarded and reveal more about themselves in the process. It includes interviews, focus group, qualitative observation. From whom data should be collected
• A population is the aggregate of all the elements that share some common set of characteristics and that comprise the universe for the purpose of the marketing research problem. The population parameters are typically numbers, such as the proportion of consumers who are loyal to a particular fashion brand. Population also could be retailers, wholesalers, social media users, community members • A census involves a complete enumeration of the elements of a population. The population parameters can be calculated directly in a straightforward way after the census is enumerated.
• A sample, on the other hand, is a subgroup of the population selected for participation in the study. Sample characteristics, called statistics, are then used to make inferences about the population parameters
• Sampling design begins by specifying the target population. This is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. The target population must be defined precisely. Imprecise definition of the target population will result in research that is ineffective at best and misleading at worst. Defining the target population involves translating the problem definition into a precise statement of who should and should not be included in the sample. • The target population should be defined in terms of elements, sampling units, extent and time. An element is
the object about which, or from which, the information is desired. In survey research, the element is usually the
participant. A sampling unit is an element, or a unit containing the element, that is available for selection at some
stage of the sampling process.
• A sampling frame is a representation of the elements of the target population. It consists of a list or set of
directions for identifying the target population. Examples of a sampling frame include the telephone book, an
association directory listing the firms in an industry, a customer database, a mailing list on a database purchased
from a commercial organization, a city directory, a map or, most frequently in marketing research, an access
panel.8 If a list cannot be compiled, then at least some directions for identifying the target population should be
specified, such as random-digit dialing procedures in telephone surveys.
Main types Detailed types
Probability sampling techniques ➢ Simple random sampling
➢ Stratified sampling ➢ Systematic ➢ cluster Non probability sampling techniques ➢ Convenience ➢ Judgmental ➢ Snowball ➢ quota Uses of Data • Data should be collected, ensured that it is free of errors or treated, then analyzed to be used as information available and understandable by marketers and decision makers in order to take decisions and develop knowledge
• Data is the core of information, but in raw form. When analyzed, organized and tabulated it turns to information, that if used in the right context it becomes a knowledge on a particular market for example The End
