Professional Documents
Culture Documents
Data Data
Data Data
DATA COLLECTION
MARKETING RESEARCH - DATA COLLECTION
1. Secondary data
2. Evaluating Secondary data
3. Sources of Secondary data
MARKETING RESEARCH - DATA COLLECTION
Secondary Data
1. Economical
2. Time Saving
3. Understanding of the problem
can be improved
MARKETING RESEARCH - DATA COLLECTION
2. Relevance
4. Sufficiency
MARKETING RESEARCH - DATA COLLECTION
2. External Data
MARKETING RESEARCH - DATA COLLECTION
1. Internal Data
a. Accounting Records
C. Miscellaneous reports
d. Internal experts
MARKETING RESEARCH - DATA COLLECTION
2. External Data
i. Government Publications
i. Government Publications
a. Regular Publications
E.g. Census Data, annual reports, journals
b. Ad hoc Publications
E.g. Enquiry reports
MARKETING RESEARCH - DATA COLLECTION
b. Universities
c. Syndicated services
d. Consumer Research services
Primary Data
1. Observation
2. Methods of Observation
3. Questionnaire
4. Designing a Questionnaire
5. Choice of survey method
MARKETING RESEARCH - DATA COLLECTION
Observation
Advantages
Disadvantages
Questionnaire
A questionnaire is a research
instrument consisting of a series of
questions and other prompts for
the purpose of gathering
information from respondents.
MARKETING RESEARCH - DATA COLLECTION
Classification of Questionnaire
Questionnaires