Types of Data

BY SARANYA MOHAN
 “Marketing Research can be defined as the systematic gathering,
recording and analysis of qualitative and quantitative data about
issues relating to marketing products and services”

 Marketing Research helps the organisation in the following

What is ways:
 To identify new opportunities

Marketing
 To evaluate and monitor marketing actions
 To evolve better marketing programmes

Research? Example : In order to understand your business and market

segments to be able to make an effective marketing plan, the
resort manger needs market statistics like:
• Who are the traveller who are coming to your destination?
• Where are they coming from?
• What attracts them to the particular destination?
Data
collection
C O L L E C TIO N O F DATA R E L AT ES TO T HE
G ATH E R I NG O F FAC TS TO B E U S E D IN T H E
M A R K E T RE S E ARC H.
Types of Data sources

Data
sources

Primary data Secondary data

 Primary data
Primary data is data that has not been previously
published, i.e. the data is derived from a new or original
research study and collected at the source, e.g., in
marketing, it is information that is obtained directly from first-
hand sources by means of surveys, observation or
experimentation.
Primary data can be obtained from:
 Respondents
 Case studies
 Experiments
Secondary data
Secondary data refers to data that is collected by someone other than the
user.

Common sources of secondary data for social science include censuses,

information collected by government departments, organizational records and
data that was originally collected for other research purposes.

Primary data, by contrast, are collected by the investigator conducting the

research.

Secondary data can come from two sources:

 Internal data (e.g. internal publication, annual reports, etc)
 External data (e.g. govt. statistical publication, syndicated sources, market
research agencies, library sources, etc)
Difference between primary
and secondary data
 BASIS FOR COMPARISON PRIMARY DATA SECONDARY DATA
Meaning Primary data refers to the first hand data Secondary data means data collected by
gathered by the researcher himself. someone else earlier.

Data Real time data Past data

Process Very involved Quick and easy

Source Survey, observations, experiments, Government publications, websites,

questionnaire, personal interview, etc. books, journal articles, internal records
etc.

Cost effectiveness Expensive Economical

Collection time Long Short

Specific Always specific to the researcher's needs. May or may not be specific to the
researcher's need.

Available in Crude form Refined form

Accuracy and Reliability More Relatively less

Conclusion
AS CAN BE SEEN FROM THE
ABOVE DISCUSSION, PRIMARY
D ATA I S A N O R I G I N A L A N D
U N I Q U E D ATA W H I C H I S D I R E C T LY
COLLECTED BY THE RESEARCHER
F R O M A S O U R C E AC C O R D I N G TO
HIS REQUIREMENTS. AS
O P P O S E D , S E C O N D A R Y D ATA I S
E A S I LY A C C E S S I B L E M I G H T H AV E
U N D E R G O N E M A N Y S TAT I S T I C A L
T R E AT M E N T S .
Thank you