Data

Marko Sarstedt and Erik Mooi
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Marko Sarstedt: Otto-von-Guericke-Universität
Erik Mooi: University of Melbourne

Chapter 3 in A Concise Guide to Market Research, 2014, pp 25-45 from Springer

Abstract: Learning Objectives After reading this chapter you should understand: How to explain what kind of data you use. The differences between primary and secondary data. The differences between quantitative and qualitative data. What the unit of analysis is. When observations are independent and when they are dependent. The difference between dependent and independent variables. Different measurement scales and equidistance. Validity and reliability from a conceptual viewpoint. How to set up different sampling designs. How to determine acceptable sample sizes.

Keywords: Case; Construct; Data; Equidistance; Item; Measurement scaling; Observation; Operationalization; Primary and secondary data; Qualitative and quantitative data; Reliability; Sample sizes; Sampling; Scale development; Validity; Variable (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-642-53965-7_3

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DOI: 10.1007/978-3-642-53965-7_3

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