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Chapter 6. Data Collecting. Chapter 6 Data Collecting. In this chapter, we focus on 3 parts:. 1. Process of data collecting 2. Source of data collecting 3. Methods of data collecting . Chapter 6 Data Collecting. 1 Process of data collecting. Chapter 6 Data Collecting.
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Chapter 6 Data Collecting
Chapter 6Data Collecting In this chapter, we focus on 3 parts: • 1. Process of data collecting • 2. Source of data collecting • 3. Methods of data collecting
Chapter 6Data Collecting 1 Process of data collecting
Chapter 6Data Collecting 2Source of Data Collecting Where can we get the information? ● The internal data of the company ● Marketing Intelligence ● Marketing Research ● Media,Communication ,Purchase Market investigation etc
Chapter 6Data Collecting 3Methods of Data Collecting ● 3.1 Primary data collecting ● 3.2 Secondary data collecting ● 3.3 Strengths and wideness of different contact methods
Chapter 6Data Collecting 3.1PrimaryData Collecting ● 3.1.1 IAQ Vs. SAQ ● 3.1.2 Interviewers ● 3.1.3 Mail and Internet Survey ● 3.1.4 Telephone and face-to-face survey
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.1
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.2
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.2
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.2
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.3
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.4
Chapter 6Data Collecting 3.1PrimaryData Collecting 3.1.4 Telephone and face-to-face modes
Chapter 6Data Collecting 3.2SecondaryData Collecting ● 3.2.1 What is secondary data ● 3.2.2 Why we need secondary data ● 3.2.3 How to gather secondary data ● 3.2.4 Advantage and Disadvantage of secondary data
Chapter 6Data Collecting 3.2.1 What is secondary data Secondary data consist of information that already exists somewhere ,having been collected for another purpose. Primary data consist of information collected for the specific purpose at hand.
Chapter 6Data Collecting 3.2.2 Why we need secondary data Gathering secondary information to meet the managers information needs ,the researcher can gather secondary data and primary data or both.
Chapter 6Data Collecting (1) Commercial Data Sources 3.2.3 How to gather secondary data Companies can buy secondary data reports from outside suppliers.
Chapter 6Data Collecting 3.2.3 How to gather secondary data • (2)Online Data bases and Internet Data Source Online Data bases and Internet Data Source using commercial online data-bases, marketing researchers can conduct their own searches of secondary data sources.
Chapter 6Data Collecting 3.2.4 Advantage and Disadvantage of secondary data (1)Secondary data can usually be obtained more quickly and at lower cost than primary data. (2)Secondary sources sometimes can provide data and individual company cannot collect on its own-information that either is not directly available or would be too expensive to collect. (3)Secondary data can also present problems . The needed information may not exist,researchers can rarely obtain all the data they need from secondary sources.
Chapter 6Data Collecting 3.3 Strengths and wideness of different contact methods Information can be collected by mail, telephone, personal interview or online. Table 6-1 show the strengths and weaknesses of each of these contact methods.
Chapter 6Data Collecting 3.3 Strengths and wideness of different contact methods 6-1
