MKT 352 Collecting Primary Data September 7, 2021
Types of primary data
1. Demographics/Socioeconomic
Age, education, occupation, marital status, gender, and income
Ex. Marlboro (male) vs Virginia Slim (female)
2. Personality/ Lifestyle
Normal patterns of behavior exhibited by an individual – aggressiveness, friendliness,
dominance, sociability, etc.
Ex. SUV vs. Minivan
3. Attitudes
An individual’s overall evaluation of something – attitude towards products, brands,
advertisements, etc.
Ex. Samsung vs. Apple
4. Awareness/ Knowledge
Insight or understanding of facts about some object or phenomenon
i. Unaided recall, aided recall, recognition
5. Intentions
Anticipated or planned future behavior
6. Motivation
Researcher’s interest in determining why people behave as they do
Ex. Why purchase a Mercedes-Benz? A desire for status
Why purchase a Volvo? A desire for safety
7. Behavior
What individuals have done or are doing (observation vs communication)
Methods of obtaining primary data:
Observation: recording respondent’s actions
- Limited scope of usage, cannot address past behaviors or underlying intentions
- Tends to take longer and be more expensive
- More objective and accurate
Communication:
- Great flexibility, all 7 types of data can be collected, can address past behavior and intentions
- Often faster and more cost effective
- More ways for error to enter the analysis
Types of Data
Structured communication: fixed- alternative question with options
Unstructured communication: open-ended question where people can respond whatever
Methods of administering questionnaires
- Personal interviews: face-to-face conversation between an interviewer and respondent
oAble to get response from intended respondent, good response rate
oCan clarify questions and gather good amount of information, allow for question sequencing
oSlow and expensive
- Telephone interviews: telephone conversation between an interviewer and respondent
oGood access to sampling frame
oAllow for question sequencing, clarify questions, can’t handle complex information
oRelatively fast, cost of training and monitoring interviewer
- Mail questionnaire: questionnaire administered by mail to certain respondents with cover letter
oGood access to sampling frame, can’ secure intended respondent
oEasy to include graphics, not subject to interviewer bias, no clarification
oInexpensive, relatively slow
- Internet-based questionnaires: questionnaire that relies on the internet for completion
oElderly, low-income people are less accessible and need to avoid professional respondents
oEasy to include graphics, allow question sequencing, not subject to bias, can’t clarify
oVery fast and inexpensive
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