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Marketing Research: Alfiya Latheef Roll No:7 4 Semester BBA - LL.B (Hons)

Marketing research involves gathering and analyzing data about markets, products, services, customers, and competitors. Data collection is a key part of marketing research and involves determining what data is needed and how to collect it. There are two main types of data - primary data collected directly for a study and secondary data already collected from other sources. Quantitative and qualitative methods can be used to collect data through surveys, questionnaires, observations, interviews, and focus groups. Careful planning is required to successfully collect high quality data.

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Dr Vijaya.S. Uthaman
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50 views

Marketing Research: Alfiya Latheef Roll No:7 4 Semester BBA - LL.B (Hons)

Marketing research involves gathering and analyzing data about markets, products, services, customers, and competitors. Data collection is a key part of marketing research and involves determining what data is needed and how to collect it. There are two main types of data - primary data collected directly for a study and secondary data already collected from other sources. Quantitative and qualitative methods can be used to collect data through surveys, questionnaires, observations, interviews, and focus groups. Careful planning is required to successfully collect high quality data.

Uploaded by

Dr Vijaya.S. Uthaman
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MARKETING RESEARCH

Alfiya Latheef
Roll No:7
4Th semester
BBA.LL.B (Hons)
TOPIC: DATA COLLECTION
What is Marketing Research?
• The process of gathering, analyzing and
interpreting information about a market, about
a product or service to be offered for sale in that
market, and about the past, present and
potential customers for the product or service;
research into the characteristics, spending
habits, location and needs of your business's
target market, the industry as a whole, and the
particular competitors you face.
What is data collection?
Data Collection in Marketing Research is a detailed process in
which a planned search for all relevant data is made by
researcher.

Data collection is one of the most important stages in


conducting a research. Data collection is a very demanding job
which needs thorough planning, hardwork, patience,
perseverance and more to be able to complete the task
successfully. Data collection starts with determining what
kind of data required followed by the selection of a sample
from a certain population. After that, you need to use a certain
instrument to collect the data from the selected sample.
Types Of Data:
• Primary Data- Primary data is the data which is
collected first hand specially for the purpose of study. It
is collected for addressing the problem at hand. Thus,
primary data is original data collected by researcher
first hand.
• Secondary data- Secondary data is the data that have
been already collected by and readily available from
other sources. Such data are cheaper and more quickly
obtainable than the primary data and also may be
available when primary data can not be obtained at all.
Data Collection Methods

They are of two types: Quantitative and Qualitative data


collection methods.

• Quantitative Research- 
Quantitative Research quantifies the data and generalizes
the results from the sample to the population. In
Quantitative Research, data can be collected by :

• Survey Method
• Questionnaires
• Observation Method
• Survey Method:
Survey is defined as the act of examining a process or questioning a
selected sample of individuals to obtain data about a service, product,
or process. Data collection surveys collect information from a targeted
group of people about their opinions, behaviour, or knowledge.

Questionnaires:
Paper-pencil-questionnaires can be sent to a large number of people
and saves the researcher time and money. People are more truthful
while responding to the questionnaires regarding controversial issues
in particular due to the fact that their responses are anonymous.

Observation Method:
Observing and recording well-defined events (e.g., counting the
number of patients waiting in emergency at specified times of the
day).
•Qualitative Research-
Qualitative Research is generally undertaken to develop an initial understanding of the problem.
It is non statistical in nature. It uses an inductive method, that is, data relevant to some topics are
collected and grouped into appropriate meaningful categories.

There are two main methods for collecting Qualitative data:

Direct Collection Method-

When the data is collected directly, it makes use of disguised method. Purpose of data collection
is not known. This method makes use of-
▫Focus Groups
▫Depth Interview
▫Case Study

Indirect Collection Method-

▫Projective Techniques
• Focus Groups:

 A focus group is also one of the commonly used qualitative research


methods, used in data collection. A focus group usually includes a limited
number of respondents (6-10) from within your target market.
The main aim of the focus group is to find answers to the why what and
how questions.

• Depth Interview-

In-depth interviews are a qualitative data collection method that involves


direct, one-on-one engagement with individual participants. In-depth
interviewing can take place face-to-face, or –– in some cases –– over the
phone. However, for the latter to be effective and to deliver reliable
information, the interviewer must be highly skilled to prevent data
loss. In-depth interviews are sometimes referred as depth interviews, or
by the a acronym IDI.
• Direct Observation Method:

Direct observation, also known as observational study, is


a method of collecting evaluative information in which the
evaluator watches the subject in his or her usual environment
without altering that environment.

• Projective Techniques 
Projective techniques are indirect and unstructured methods of
investigation which have been developed by the psychologists and
use projection of respondents for inferring about underline motives,
urges or intentions which cannot be secure through direct
questioning as the respondent either resists to reveal them or is
unable to figure out himself. These techniques are useful in giving
respondents opportunities to express their attitudes without
personal embarrassment. These techniques helps the respondents to
project his own attitude and feelings unconsciously on the subject
under study.
Online Data Collection
• Online research methods (ORMs) are ways in which
researchers can collect data via the internet. The field is
relatively new and evolving. With the growth of social
medias a new level of complexity and opportunity has
been created. Some specific types of method include:
 
• Online content analysis
• Online Focus Groups
• Online Interviews
• Online Questionnaires
Conclusion
The data collection component of research is common to all fields of
study including physical and social sciences, humanities, business,
etc. While methods vary by discipline, the emphasis on ensuring
accurate and honest collection remains the same. The goal for all
data collection is to capture quality evidence that then translates to
rich data analysis and allows the building of a convincing and
credible answer to questions that have been posed.

Regardless of the field of study or preference for defining data


(quantitative, qualitative), accurate data collection is essential to
maintaining the integrity of research.

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