ass 4

Collecting Primary Data

Understanding a target market may require unbiased observation to understand consumers wants, needs, and uses for a product/service. Focused observations may change some of your perceptions toward product/service users.

You can collect primary data by observing always be respectful, follow rules, and from a safe social distance. You are not talking to the individuals just observing and predicting. Being observant helps in predicting behavior.

1. Primary Data:

· Define primary data with 3 references.

· Provide an example of ways to collect primary data.

2. Data by Observation:

Observe a store, coffee, restaurant, etc.

· Person 1

· Person 2

· Person 3

· Person 4

· Person 5

Personal interviews or Focus Group (optional)

· Copy of script and results from each interview or focus group

3. Surroundings and Environment:

· Explain physical environment.

· Explain social psychological environment.

4. Product/Category Purchased:

· Products shown, available and what was purchased, etc.

5. Demographic Characteristics for each person:

· Gender:

· Age

· Married

· Estimated income

· Etc.

6. Psychographic Characteristics for each person:

· Values

· Attitudes

· Lifestyle

7. Results:

· What did you see and learn?