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2018 | OriginalPaper | Chapter

3. Data

Authors : Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

Published in: Market Research

Publisher: Springer Singapore

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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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previous chapter The Market Research Process

next chapter Getting Data

See ESOMAR Global Market Research Report 2013.

See www.stata.com/support/faqs/statistics/random-samples for details. Stata will be discussed in detail in Chap. 5 and beyond.

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Title: Data
Authors: Erik Mooi
Marko Sarstedt
Irma Mooi-Reci
Publisher: Springer Singapore
Book: Market Research
Print ISBN: 978-981-10-5217-0

Electronic ISBN: 978-981-10-5218-7

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-981-10-5218-7_3