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Erschienen in:

2019 | OriginalPaper | Buchkapitel

3. Data

verfasst von : Marko Sarstedt, Erik Mooi

Erschienen in: A Concise Guide to Market Research

Verlag: Springer Berlin Heidelberg

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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.

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Vorheriges Kapitel The Market Research Process

Nächstes Kapitel Getting Data

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Titel: Data
verfasst von: Marko Sarstedt
Erik Mooi
Verlag: Springer Berlin Heidelberg
Buch: A Concise Guide to Market Research
Print ISBN: 978-3-662-56706-7

Electronic ISBN: 978-3-662-56707-4

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-662-56707-4_3