External Secondary Data: Cost
Internal Secondary Data
What is the difference between internal and external
Qualitative versus Quantitative
Data Collection Techniques
What are the types of qualitative research?
What are the types of quantitative research?
Advantages and Disadvantages of Secondary and
❑Saves time in collecting
data because they are
❑Free or inexpensive
(except for syndicated
❑May not be precisely
relevant to information
❑Information may not be
❑Sources may not be
original, and therefore
usefulness is an issue
❑Focus group interviews
❑Specific to the immediate
❑data needs and topic at
❑Offers behavioral insights
❑generally not available from
❑training and experience to
❑study and collect data
Data are raw numbers or other factual information that,
on their own, have limited value to marketers.
Experimental research is a type of quantitative research
that systematically manipulates one or more variables to
determine which variables have a causal effect on another
Marketing research consists of a set of techniques and
principles for systematically collecting, recording,
analyzing, and interpreting data that can aid decision
makers involved in marketing goods, services, or ideas.
Panel research is a type of quantitative research that involves
collecting information from a group of consumers (the panel) over
Scanner research is a type of quantitative research that uses data
obtained from scanner readings of UPC codes at check-out
A survey is a systematic means of collecting information from
people that generally uses a questionnaire.
Syndicated data are data available for a fee from commercial
research ﬁrms such as Information Resources Inc. (IRI), National
Purchase Diary Panel, and ACNielsen.