On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Secondary data is information which has already been gathered
It is secondary because its use is not purpose for which it was gathered
International data bases
Primary data is collected from original sources for the purpose of study
Three ways to do this:
Need to ask four questions
Is the information relevant?
Is it current or obsolete?
How accurate is it?
How credible is the source of the data?
Marketing Research Information
“ research aimed at producing data that can be statistically analyse and results that can be expressed numerically .”
[Dibb, Simkin, Pride and Ferrell 1997]
This is hard data
“ research that deals with information too difficult or expensive to quantify such subjective opinions and value judgements, typically unearthed during interviews or discussion groups.”
[Dibb, Simkin, Pride and Ferrell, 1997]
This is soft data
Can be either
Internal = information gathered from within the company
External = information gathered from outside the company
Carried out to determine long term trends
Carried out for a particular purpose
Conducting Market Research 1. Establish purpose or aim of research (objective) 2. Determine information requirements 3. Select suitable methods/techniques 4. Conduct research 5. Collate, analyse and interpret data 6. Report the findings