Understanding data-collection methods to evaluate their appropriateness for the research...
-
Upload
curtis-mccoy -
Category
Documents
-
view
218 -
download
2
Transcript of Understanding data-collection methods to evaluate their appropriateness for the research...
![Page 1: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/1.jpg)
Understanding data-collection methods to evaluate their
appropriateness for the research problem/issue.
Sports & Entertainment Marketing I2.04
![Page 2: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/2.jpg)
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
![Page 3: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/3.jpg)
Qualitative DataO Deals with descriptions. O Data can be observed but not
measured. O Colors, textures, smells, tastes,
appearance, beauty, etc. O Qualitative → Quality
![Page 4: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/4.jpg)
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
![Page 5: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/5.jpg)
Sources of Internal Records
O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests
![Page 6: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/6.jpg)
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
![Page 7: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/7.jpg)
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
![Page 8: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/8.jpg)
Info Available from External Sources
• Political• Economical• Social• Technological• Environmental (Physical)• Legal• Demographic
![Page 9: Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04.](https://reader036.fdocuments.us/reader036/viewer/2022082710/56649dce5503460f94ac27e9/html5/thumbnails/9.jpg)
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