Getting Data

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

Chapter 4 in A Concise Guide to Market Research, 2014, pp 47-86 from Springer

Abstract: Learning Objectives After reading this chapter, you should understand: How to find secondary data and decide on its suitability How to collect primary data How to design a basic questionnaire How to set up basic experiments How to set up basic qualitative research

Keywords: Constant sum scale; CRM; Depth interviews; Directly and indirectly observed qualitative data; Ethnographies; Experiments; Face-to-face interviewing; Focus groups; Internal and external secondary data; Likert scale; Mail surveys; Mixed mode; Observational studies; Projective techniques; Semantic differential scale; Surveys; Telephone interviews; Test markets; Web surveys (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-642-53965-7_4

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