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3. Data

  • 2018
  • OriginalPaper
  • Chapter
Published in:
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
Title
Data
Authors
Erik Mooi
Marko Sarstedt
Irma Mooi-Reci
Copyright Year
2018
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
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