1. 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

2. 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

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

4. 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 

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

6. 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

7. 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

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

9. 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