Chapter 2

Marketing Data
 Learning outcome
• Types of data
• Sources of data
• Uses of data
 Type of data
Source of data

secondary
Quantitative

Qualitative
Primary

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Types of secondary data
internal External

• Example: customer complains • Published materials: such as

• Sales record. directories, census, statistical
data, publishes surveys,
documents, articles
• Computerized databases

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The Type of Data
• Qualitative
• Quantitative

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 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
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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