1. SEM1 – MARKETING INFORMATION MANAGEMENT
2.04 Identify data collection methods and explain sources of Sports Marketing Information Understand data-collection methods to evaluate their appropriateness for the research problem/issue

2. Types of Data Primary Data
Original data collected by the researcher first hand specifically for the purpose of the study
Examples: Interviews, sampling, accounting records and newspaper articles
Spectators and participants are major sources of primary data for SEM
Concert attendees, gym members, game attendees
polls, surveys and focus groups

3. Types of Data Secondary Data
Data collected by someone other than the user
Information & conclusions gathered after reviewing primary data
2 types of Secondary Data
Internal – collected from within the organization
External – collected from outside of the organization

4. Internal Secondary Data
Advantages – easily accessed and saves money
Disadvantages –might not be up to date
Common sources:
Budgets
Schedules
Call reports
Order/shipping/billing records
Sales reports
Customer complaints/requests

5. External Secondary Data
Data that originates outside the organization
Advantages – inexpensive & plentiful
Disadvantages –difficult to obtain accurate information
because the data has much greater variety
because there are more sources
Outside data may be biased

6. External Secondary Data
Common Sources:
Government agencies: Census Bureau
demographic information on a specific geographic location
Trade/industry associations
for industry trends
Clickstream data
Data collected from consumer views of wesites or online advertisements
Used by E-Marketers

7. Info Available from External Secondary Sources
Political & economics
Consumer trends and habits
Social & ethical issues
Technological
Environmental (Physical)
Legal – tax policies and proposed laws
Demographic information
Consumer protections
Competitors – type, strengths & weaknesses

8. 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

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

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