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2018 | OriginalPaper | Buchkapitel

4. Getting Data

verfasst von : Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

Erschienen in: Market Research

Verlag: Springer Singapore

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Abstract

We first address the nuts-and-bolts questions of the data collection stage. How does one find secondary data and decide on their suitability? Can one best collect primary data through, for example, observations, questionnaires, or experiments if secondary data are unavailable? We thus provide the key theoretical concepts, choices, and practicalities associated with collecting data. We first discuss the practicalities of secondary data’s use, including their sources and availability, how to assess the inclusion of key variables, and the data’s validity and reliability. If secondary data are unavailable, outdated, or too costly, we show how to best collect your own data given the question you wish to study. Primary data collection styles, such as observations, survey questionnaires, and experiments, are reviewed and we provide a range of recommendations on the type of data to use for the relevant situation, or research question.

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See www.theacsi.org for a detailed description of how ACSI data are collected.

Issues related to construct validity in business marketing are discussed by, for example, Rindfleisch and Heide (1997). A more general discussion follows in Houston (2002).

For a comparison of response behavior between CASI, CAPI, and CATI, see Bronner and Ton (2007).

Foddy (1993) reported 445 interpretations of the word “usually,” with the meaning assigned to the word varying, depending on, for example, the type of activity or who was asked about the activity.

Forced-choice scales can, of course, also be used for uneven response categories such as 5-point or 7-point Likert scales.

Sometimes, researchers number the response options. For example, when numbering the response options of a 7-point scale you can use only positive numbers (1–7), or positive and negative numbers (−3 to +3). For recommendations, see Cabooter et al. (2016).

The demographics of panels (see Sect. 4.4.2.2) are usually known.

If one symbol precedes another, it means that the first symbol precedes the next one in time.

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Titel: Getting Data
verfasst von: Erik Mooi
Marko Sarstedt
Irma Mooi-Reci
Verlag: Springer Singapore
Buch: Market Research
Print ISBN: 978-981-10-5217-0

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

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-981-10-5218-7_4