Using Data in Marketing Research
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All right as marketers we know we have
to make a lot of different decisions.
A lot of times we base those decisions
on some kind of
outside information or data.
So, what kinds of data can we use to
guide our decision making?
Well a lot of times we just use what's
called secondary data
in other words data that's already
available or on hand
that secondary data can come from the
you know we all use the internet to to
different things in our daily lives well
marketers do the same thing
the internet's a powerful source of
information or or secondary data.
Other times we look at company records
which is another form of secondary data
we generate sales records and all sorts
data points in our normal operation
well that data can be useful in making
decisions as well.
Sometimes though we have to go outside
of the company
and that's where public records can come
the us government and other
organizations out there
track a lot of information and data they
create a lot of data
just by keeping up with what's going on
a lot of times that information or data
is available to us
in public records that's a really useful
guiding us and making decisions as well.
Sometimes though the data that we need
or the information that we need to come
is not available already in that case
we have to get what's called primary
data this is data that we go out and
gather ourselves. Now, there's some
different ways that we can gather that
we can ask questions surveys and things
of that nature
allow us to gather primary data all the
we all know there are a lot of surveys
out there and sometimes we take them and
sometimes we don't
when we do that creates what's called
Another source of primary data is
so you may not realize this but every
time you buy something in a store
that's creating data so every time that
item crosses over the scanner somebody's
tracking that data
the store in particular so that's
important and valuable source of primary
Lastly. we can just observe what happens
by making observations we can generate
without even necessarily having to talk
to anyone else or
or use any sort of scanner. So those are
three different ways that we can
generate our own data or create what's
called primary data.
When we're making decisions as marketers
we often have to rely on
secondary or primary data just to make
sure that we make the right choice.