Types of Primary Data Demographic/Socioeconomic

Age, Sex, Income, Marital Status, Occupation

Psychological/Lifestyle
Activities, Interests, Personality Traits

Attitudes/Opinions
Preferences, Views, Feelings, Inclinations

Awareness/Knowledge
Facts about product, features, price, uses

Intentions
Planned or Anticipated Behavior

Motivations
Why People Buy (Needs, Wants, Wishes, Ideal-Self)

Behavior
Purchase, Use, Timing, Traffic Flow

Primary Data Can Be Gathered By:

Communication Methods Interacting with respondents Asking for their opinions, attitudes, motivations, characteristics Observation Methods No interaction with respondents Letting them behave naturally and drawing conclusions from their actions

Communication Methods of Primary Data Collection

Methods include: Surveys Focus Groups Panels Highly versatile in terms of types of data Generally more speedy Typically more cost effective
Electronic media have made observation cheaper Activities, Interests, Personality Traits

Pros and Cons of Telephone as a Data Collection Method

Relatively fast Relatively strong response rates, but getting worse Sequence of questions can be easily changed Data entry at time of completion is possible Ability of supervisor to oversee interviewers

Does not handle long interviews well Cannot use visuals Difficult to contact business respondents Unlisted numbers make sample frame questionable

Pros and Cons of Mail as a Data Collection Method

Easy to generate stratified sample frame No interviewer bias Assures anonymity of respondent Wide distribution Best for sensitive or personal questions Generally least expensive

Little control over exactly who completes survey Low response rate Long response time No ability to probe on open-ended questions Cannot change sequence of questions

Personal Interviews as a Data Collection Method (in-home and mall intercept)

Probably highest response rate Allows any type of questions/questionnaires Easy to ensure representative sample Know who is completing questionnaire Mall intercept can be relatively quick

Generally narrow distribution Typically most expensive method Often tough to gain identity of respondent Can be time consuming in the case of in-home Tough to supervise

Electronic Media as a Data Collection Method (email, online, fax)

Typically low cost, especially marginal cost of additional responses Wide distribution possible Very quick (15 minutes-2 days) Fairly decent response rates Easy point-of-purchase feedback Automatic data entry

Limited sample frame representative ability to locate Expense of infrastructure and expertise SPAM backlash Legal problems

Increasing Response Rates for Communication Methods

Prenotification letters Cover letters/purpose statements Incentives Money Donations to charity Gifts Postage-paid returns Follow-ups Call sheets/call backs

Observation Methods: What Can Be Observed? Physical Actions Shopping behavior, response latency, service quality, television viewing habits Verbal Behaviors Sales conversations, opinion leadership, tone of voice Expressive behaviors Facial expressions, body posture Spacial Relations and Locations Traffic patterns, store layout, efficiency Temporal Patterns Amount of time spent shopping, service time Physical Evidence Amount and type of food consumed, media read

Observation Methods of Primary Data Collection

Methods include: Direct observation Contrived observation (laboratory) Content Analysis Physiological measurement Electronic methods Greater objectivity less researcher bias More accurate less response tendency or demand effects Limited in terms of what can be observed