Data collection for marketing research is a detailed process where a planned search for all relevant data is made by a researcher. The success of marketing research is contingent on the integrity and relevance of the data. And to a high degree, the quality of the data depends on the methods of data collection used. The selection and use of methods for conducting marketing research require a great deal of experience and expertise in order to correctly gage
suitability. Show
The challenge lies in the case of method selection for collecting primary data. The method has to be relevant and appropriate. This will be the most important decision prior to beginning market research.
To further explore Step 3, here a few effective methods of data collection: 1. Telephone interviewsThe biggest advantage of telephone interviews is that saves cost and time. Today, accessing people via telephone is so much easier because almost everyone has one. Another advantage is fewer interviewers are required in order to conduct telephone interviews than face-to-face interviews. 2. Online surveysGiven the current myriad of technological developments, the use of online surveys has rapidly increased. It may well be the least expensive way to reach the greatest amount of people – all over the world. Once an online survey has been designed, it can be stored easily, revised and reused as needed from time to time. The key is in the design and layout of the survey so that respondents don’t overlook a survey in their crowded inboxes. The response time is quick so online surveys have become the preferred method of data collection for many consumer satisfaction surveys and product and service feedback. It is easy to track respondents, non-respondents, and results through the data collection process. Electronic reminders can be sent easily at a very low cost. Respondents have the option to begin the survey, stop, save the responses at a later more convenient time. Research shows that respondents tend to answer questions more truthfully than when engaged through other methods. 3. Face to face interviewsThis method is one of the most flexible ways to gather data and gain trust and cooperation from
the respondents. Besides that, interviewing respondents in person means their non-verbal language can be observed as well. It is especially useful to detect discomfort when respondents are discussing sensitive issues. Respondents have more time to consider their answers and the interviewer can gain a deeper understanding of the validity of a response. It is also easier to maintain their interest and focus for a longer period. Focus Group Interviews entail more respondents at one time. What type of data consist of information collected for the specific purpose at hand?An advantage of using primary data is that researchers are collecting information for the specific purposes of their study.
What type of information is collected specifically for a current research problem or opportunity?Secondary data is info collected for a current research problem or opportunity. Advances in gatekeeper technologies are used to protect one's privacy against intrusive marketing practices.
Is information collected specifically for the research question at hand?Primary data is data collected specifically for the research at hand by the researcher or company conducting the research. It is obtained from a source or a population of people within a specific demographic.
What are the two main types of research instruments used to collect primary data?Surveys and questionnaires are 2 similar tools used in collecting primary data. They are a group of questions typed or written down and sent to the sample of study to give responses.
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