05 Marketing Research-Complete

Primary data advantages disadvantages secondary data

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Unformatted text preview: ide the firm) •  U.S. Census reports, trade association studies, and magazines, business periodicals, and commercial reports Observational data (watching people) Primary data •  Facts and Figures Newly collected for the project •  Mechanical and electronic approaches •  Personal approaches Questionnaire data (asking people) •  Idea generation through in-depth interviews and focus groups •  Idea evaluation through mail, telephone, and personal surveys Advantage and Disadvantage of Secondary vs. Primary Data Advantages Disadvantages Secondary Data • Save time; • Low cost. • Out of date; • May not be right for current project. Primary Data • More timely and specific to the problem being studied. • Costly; • Time consuming. Marke)ng research process Defining the Objec)ves and Research Needs Designing the Research Data Collec)on Process Analyzing Data and Developing Insights Ac)on Plan and Implementa)on Step 3: Data Collec)on Process n༆  Data Collection Methods n༆  Observational approach (watching people) n༆  Mechanical device to collect behavioral data n༆  n༆  n༆  n༆  n༆  Scanner data Clickstream data TV rating (Nielsen TV Rating) Watch in person or videotape Questionnaire approach (asking people) n༆  n༆  n༆  Focus group, depth interview Survey research Experimental research Nielsen TV Ra)ng Method to collect TV ra)ng o༆  Diary n༆  Select sample of household...
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