Data

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

Chapter 3 in A Concise Guide to Market Research, 2019, pp 25-45 from Springer

Abstract: Abstract In market research, data is critical. Testing, measuring, improving, or creating new goods and services are difficult, or even impossible, without product and customer data. We discuss the different types of data, how they are constructed, and their attributes. We subsequently discuss the advantages and disadvantages of primary and secondary data and what each type allows you to do. We show you how to assess data’s validity and reliability, and discuss the implications that measurement errors can have for your data’s quality. We conclude with a discussion of important concepts, such as population, probability and non-probability sampling, and the relevance of sample size for market research.

Keywords: Brand Trust; Qualitative Data Coding; Drawing Representative Samples; Concept Lattice; Consumer Expenditure Survey (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-56707-4_3

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DOI: 10.1007/978-3-662-56707-4_3

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