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    Types of Data: by Saranya Mohan

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    Nipun Cp
    Marketing research involves systematically gathering and analyzing qualitative and quantitative data about issues relating to marketing products and services. It helps organizations by identifying new opportunities, evaluating marketing actions, and developing better marketing programs. There are two main types of data: primary data, which is originally collected directly from sources like surveys, observations, or experiments; and secondary data, which was previously collected by someone else, such as from government publications, websites, books, or internal records. Primary data is more specific but also more expensive and time-consuming to collect, while secondary data is easier to obtain but may be less accurate or specific for a given research purpose. Both types of data are important sources of information for marketing research.

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    Types of Data: by Saranya Mohan

    Uploaded by

    Nipun Cp
    57 views10 pages
    Marketing research involves systematically gathering and analyzing qualitative and quantitative data about issues relating to marketing products and services. It helps organizations by identifying new opportunities, evaluating marketing actions, and developing better marketing programs. There are two main types of data: primary data, which is originally collected directly from sources like surveys, observations, or experiments; and secondary data, which was previously collected by someone else, such as from government publications, websites, books, or internal records. Primary data is more specific but also more expensive and time-consuming to collect, while secondary data is easier to obtain but may be less accurate or specific for a given research purpose. Both types of data are important sources of information for marketing research.

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    Types of Data

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    Marketing research involves systematically gathering and analyzing qualitative and quantitative data about issues relating to marketing products and services. It helps organizations by identifying new opportunities, evaluating marketing actions, and developing better marketing programs. There are two main types of data: primary data, which is originally collected directly from sources like surveys, observations, or experiments; and secondary data, which was previously collected by someone else, such as from government publications, websites, books, or internal records. Primary data is more specific but also more expensive and time-consuming to collect, while secondary data is easier to obtain but may be less accurate or specific for a given research purpose. Both types of data are important sources of information for marketing research.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    57 views10 pages

    Types of Data: by Saranya Mohan

    Uploaded by

    Nipun Cp
    Marketing research involves systematically gathering and analyzing qualitative and quantitative data about issues relating to marketing products and services. It helps organizations by identifying new opportunities, evaluating marketing actions, and developing better marketing programs. There are two main types of data: primary data, which is originally collected directly from sources like surveys, observations, or experiments; and secondary data, which was previously collected by someone else, such as from government publications, websites, books, or internal records. Primary data is more specific but also more expensive and time-consuming to collect, while secondary data is easier to obtain but may be less accurate or specific for a given research purpose. Both types of data are important sources of information for marketing research.

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    of 10

    Types of Data

    BY SARANYA MOHAN
    “Marketing Research can be defined as the systematic gathering,
    recording and analysis of qualitative and quantitative data about
    issues relating to marketing products and services”

     Marketing Research helps the organisation in the following

    What is ways:
     To identify new opportunities

    Marketing
     To evaluate and monitor marketing actions
     To evolve better marketing programmes

    Research? Example : In order to understand your business and market


    segments to be able to make an effective marketing plan, the
    resort manger needs market statistics like:
    • Who are the traveller who are coming to your destination?
    • Where are they coming from?
    • What attracts them to the particular destination?
    Data
    collection
    C O L L E C TIO N O F DATA R E L AT ES TO T HE
    G ATH E R I NG O F FAC TS TO B E U S E D IN T H E
    M A R K E T RE S E ARC H.
    Types of Data sources

    Data
    sources

    Primary data Secondary data


    Primary data
    Primary data is data that has not been previously
    published, i.e. the data is derived from a new or original
    research study and collected at the source, e.g., in
    marketing, it is information that is obtained directly from first-
    hand sources by means of surveys, observation or
    experimentation.
    Primary data can be obtained from:
     Respondents
     Case studies
     Experiments
    Secondary data
    Secondary data refers to data that is collected by someone other than the
    user.

    Common sources of secondary data for social science include censuses,


    information collected by government departments, organizational records and
    data that was originally collected for other research purposes.

    Primary data, by contrast, are collected by the investigator conducting the


    research.

    Secondary data can come from two sources:


     Internal data (e.g. internal publication, annual reports, etc)
     External data (e.g. govt. statistical publication, syndicated sources, market
    research agencies, library sources, etc)
    Difference between primary
    and secondary data
    BASIS FOR COMPARISON PRIMARY DATA SECONDARY DATA
    Meaning Primary data refers to the first hand data Secondary data means data collected by
    gathered by the researcher himself. someone else earlier.

    Data Real time data Past data

    Process Very involved Quick and easy

    Source Survey, observations, experiments, Government publications, websites,


    questionnaire, personal interview, etc. books, journal articles, internal records
    etc.

    Cost effectiveness Expensive Economical

    Collection time Long Short

    Specific Always specific to the researcher's needs. May or may not be specific to the
    researcher's need.

    Available in Crude form Refined form

    Accuracy and Reliability More Relatively less


    Conclusion
    AS CAN BE SEEN FROM THE
    ABOVE DISCUSSION, PRIMARY
    D ATA I S A N O R I G I N A L A N D
    U N I Q U E D ATA W H I C H I S D I R E C T LY
    COLLECTED BY THE RESEARCHER
    F R O M A S O U R C E AC C O R D I N G TO
    HIS REQUIREMENTS. AS
    O P P O S E D , S E C O N D A R Y D ATA I S
    E A S I LY A C C E S S I B L E M I G H T H AV E
    U N D E R G O N E M A N Y S TAT I S T I C A L
    T R E AT M E N T S .
    Thank you

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