Sports & Entertainment Marketing I 2.04 Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04

Types of Data Primary Data Data collected by the researcher first hand specifically for the purpose of the study Secondary Data Data collected by someone other than the user

Qualitative Data Deals with descriptions. Data can be observed but not measured. Colors, textures, smells, tastes, appearance, beauty, etc. Qualitative → Quality

Quantitative Data Deals with numbers. Data which can be measured. Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc. Quantitative → Quantity 

Sources of Internal Records Budgets Schedules Call reports Order/shipping/billing records Sales reports Customer complaints/requests

External Data Data the originates outside the organization for which the research is being done More difficult because the data has much greater variety & you have more sources Outside data may be biased Common Sources: Government agencies Trade/industrial associations

Why do marketers use external data? Economical Efficient Provides a basis for comparison Fills in the gaps in primary information Improves understanding of the problem

Info Available from External Sources Political Economical Social Technological Environmental (Physical) Legal Demographic

E-Marketers Use external information to help guide their efforts Use digital customer information such as clickstream data Gives webmasters a view of what users are viewing Raises serious security concerns Data sold as a way to increase revenue