primary data

Collecting Primary Data

Overview

• Importance of primary data in marketing research.

• Types of research designs: exploratory, descriptive, and causal.

Previous Class Review

Research Designs

1. Exploratory Research

   • Focused on discovering ideas and insights using flexible and unstructured methods.

   • Techniques: depth interviews, focus groups, literature search, case analyses.

2. Descriptive Research

   • Aims to describe market characteristics or functions.

   • Includes cross-sectional and longitudinal studies.

3. Causal Research

   • Investigates cause-and-effect relationships.

   • Comparison between lab and field experiments.

Comparison of Research Designs

Characteristics

• Exploratory:

  • Loosely defined information needs, small samples, qualitative analysis.

  • Tentative findings, flexible process.

• Descriptive:

  • Clearly defined information needs, large representative samples.

  • Formal structured process, quantitative data analysis, conclusive findings.

• Causal:

  • Manipulation of independent variables, control over alternative causes.

Methods

• Exploratory: depth interviews, focus groups, literature search, case analyses.

• Descriptive: cross-sectional studies, longitudinal studies (panel studies), experiments (lab or field).

Learning Objectives

1. Identify seven types of primary data that interest marketers.

2. Describe basic means of obtaining primary data.

3. Differentiate methods of administering questionnaires.

Primary vs. Secondary Data

Secondary Data

• Information not gathered for the current study, used for other purposes.

• Useful for background information and filling knowledge gaps.

Primary Data

• Specifically collected for the current investigation.

• Focused on specific business issues and decision-making.

Types of Primary Data

1. Demographics/Socioeconomic

   • Age, education, occupation, marital status, gender, income.

   • Important for market segmentation.

2. Personality/Lifestyle

   • Behaviors such as aggressiveness, friendliness, sociability.

   • Example: NERIS personality research data.

3. Attitudes

   • Overall evaluations toward products, brands, ads.

   • Example: Apple vs. Samsung smartphone market perceptions.

4. Awareness/Knowledge

   • Understanding of facts and recognition levels.

   • Differences between recognition, aided recall, and unaided recall.

5. Intentions

   • Plans for future behavior, e.g., intent to buy certain products.

6. Motivation

   • Reasons behind consumer behaviors, e.g., buying luxury for status.

7. Behavior

   • Observation of actions versus self-reported behaviors.

Observation vs. Communication Methods

Observation

• Limited scope, more objective and accurate, but lacks depth.

Communication

• More flexible, can address a wide range of questions.

• Risk of error in self-reporting.

Methods of Administering Questionnaires

1. Personal Interviews

   • Direct interactions allow probing and clarification.

   • High response rate but can be slow and expensive.

2. Telephone Interviews

   • Faster than personal interviews, but limited information handled.

3. Mail Questionnaires

   • Cost-effective and allows anonymity, but slow and no probing.

4. Internet-based Questionnaires

   • Very rapid and inexpensive, but less accessible for certain demographics.

Trade-offs in Questionnaire Administration

Factors to Consider

• Sampling Control: Ability to target right respondents.

• Information Control: Types and clarity of questions.

• Administrative Control: Time, cost, and resources needed.

Advantages and Disadvantages of Communication Methods

Sampling Control

• Personal, telephone interviews offer strong control; mail and internet have limitations.

Information Control

• Personal interviews allow for detailed probing; internet questionnaires can struggle with complex issues.

Administrative Control

• Personal interviews are costly and time-consuming, while internet surveys are efficient and low-cost.

Review Questions

1. Identify seven primary data types of interest to marketers.

2. Describe two means of collecting primary data.

3. Differentiate methods for administering questionnaires.