Understanding data-collection methods to evaluate their

appropriateness for the research problem/issue.

Sports & Entertainment Marketing I2.04

Types of DataPrimary Data

O Data collected by the researcher first hand specifically for the purpose of the study

Secondary DataO Data collected by someone other

than the user

Qualitative DataO Deals with descriptions. O Data can be observed but not

measured. O Colors, textures, smells, tastes,

appearance, beauty, etc. O Qualitative → Quality

Quantitative DataO Deals with numbers. O Data which can be measured. O Length, height, area, volume,

weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.

O Quantitative → Quantity 

Sources of Internal Records

O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests

External DataO Data the originates outside the

organization for which the research is being done

O More difficult because the data has much greater variety & you have more sources

O Outside data may be biased O Common Sources:

O Government agenciesO Trade/industrial associations

Why do marketers use external data?

O EconomicalO EfficientO Provides a basis for comparisonO Fills in the gaps in primary

information O Improves understanding of the

problem

Info Available from External Sources

• Political• Economical• Social• Technological• Environmental (Physical)• Legal• Demographic

E-MarketersO Use external information to help

guide their effortsO Use digital customer information

such as clickstream dataO Gives webmasters a view of what

users are viewingO Raises serious security concerns O Data sold as a way to increase

revenue