Getting Data

Erik Mooi, Marko Sarstedt and Irma Mooi-Reci
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Erik Mooi: University of Melbourne
Marko Sarstedt: Otto-von-Guericke-University
Irma Mooi-Reci: University of Melbourne

Chapter 4 in Market Research, 2018, pp 51-93 from Springer

Abstract: Abstract We first address the nuts-and-bolts questions of the data collection stage. How does one find secondary data and decide on their suitability? Can one best collect primary data through, for example, observations, questionnaires, or experiments if secondary data are unavailable? We thus provide the key theoretical concepts, choices, and practicalities associated with collecting data. We first discuss the practicalities of secondary data’s use, including their sources and availability, how to assess the inclusion of key variables, and the data’s validity and reliability. If secondary data are unavailable, outdated, or too costly, we show how to best collect your own data given the question you wish to study. Primary data collection styles, such as observations, survey questionnaires, and experiments, are reviewed and we provide a range of recommendations on the type of data to use for the relevant situation, or research question.

Keywords: Back-translation; Balanced scale; Big data; Closed-ended questions; Constant sum scale; Customer relationship management; Double-barreled questions; Equidistant scale; Ethnography; Experiments; Experimental design; External secondary data; External validity; Face-to-face interviews; Focus groups; Forced-choice scale; Free-choice scale; In-depth interviews; Internal secondary data; Internal validity; Laddering; Likert scale; Mail surveys; Manipulation checks; Means-end approach; Mixed mode; Mystery shopping; Observational studies; Open-ended questions; Personal interviews; Primary data; Projective techniques; Qualitative research; Rank order scales; Reverse-scaled items; Secondary data; Semantic differential scales; Sentence completion; Social desirability bias; Social media analytics; Social networking data; Surveys; Syndicated data; Telephone interviews; Test markets; Treatments; Unbalanced scale; Visual analogue scale; Web surveys; Verbatim items (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-981-10-5218-7_4

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DOI: 10.1007/978-981-10-5218-7_4

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