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Introduction to Market Research Read chapter Read first chapter

2019 | OriginalPaper | Chapter

3. Data

Authors : Marko Sarstedt, Erik Mooi

Published in: A Concise Guide to Market Research

Publisher: 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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Metadata
Title
Data
Authors
Marko Sarstedt
Erik Mooi
Copyright Year
2019
Publisher
Springer Berlin Heidelberg
Book
A Concise Guide to Market Research

Print ISBN: 978-3-662-56706-7

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

Copyright Year: 2019

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