P R E S E N TAT I O N

Marketing
Marketing Research
Management 1

Group-2

Data
Collection
Abhijeet Singh
Sahil Singh Thakur
Tejas Tripathi
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DATA
information, especially facts or numbers, collected to be examined and considered and used to 
help decision-making.

DATA COLLECTION 
Success of marketing research project depends upon quality and relevance of data. And, quality
of data, to a major extent, depends upon methods and techniques used for collecting data.

Data
 Why Data Collection is 3

Important ?

IMPORTANCE
So why is data collection important? It is through data collection that a business
or management has the quality information they need to make informed
decisions from further analysis, study, and research. Without data collection,
companies would stumble around in the dark using outdated methods to make
their decisions. Data collection instead allows them to stay on top of trends,
provide answers to problems, and analyse new insights to great effect.
 Why Data Collection is 4

Important ?

IMPORTANCE
So why is data collection important? It is through data collection that a business
or management has the quality information they need to make informed
decisions from further analysis, study, and research. Without data collection,
companies would stumble around in the dark using outdated methods to make
their decisions. Data collection instead allows them to stay on top of trends,
provide answers to problems, and analyse new insights to great effect.
Observational Study 👀 5

In this type of study, we measure or survey members of a sample without trying to affect the
members or manipulating the variables. Here, we simply observe what is happening and record the
observations.
This technique involves observing what a customer is buying and doing in the store.
Different researchers and decision makers may interpret the same human behaviour in different ways.

Some of the key points about observational studies are as follows:

 Observational studies are less expensive than experimental studies.
 The time required for the completion of observational studies can be several years to decades.

Collection
Method
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Experimental Study 💊
In this type of study, we randomly assign a treatment to a group so that the researchers can draw the
cause and effect (causal) conclusion. This random assignment of treatments is what distinguishes
both the studies (observational and experimental). Here, we experiment and manipulate the
environment of the subject to measure the response (dependent) variable. Evidence provided by the
experimental study is considered to be stronger than the observational study.
 
Some of the key points about experimental studies are as follows:
 Experimental studies are closely monitored.
 Experimental studies are expensive.
 Experimental studies are typically smaller and shorter than observational studies.

Collection
Method
Types of Experiment: 7

Experimental method can be conducted in two ways:

i. Field or Natural Experiment:

Such experiment is conducted in the real market situation. No attempts are made to create an
artificial situation for manipulation and measurement of effects. In a natural way, the independent
variables are manipulated in one or more market places to measure their impact of dependent
variables. One of the prime problems is that here the researcher has no control on the situation and,
consequently, outcomes of experiment may be misleading.

ii. Laboratory or Artificial Experiment:

For example, some customers and dealers are invited in a laboratory and are shown demonstration
of proposed product to estimate product acceptability at particular price. There is full possibility that
results may be quite imaging compared to real situation. Response during experiment and post
experiment may produce contrasting results.
 

Collection
Method
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Surveys or Online Surveys:-

Here, the researcher carries out opinion polls involving customers, salespersons, dealers, traders
and experts.

Ways of doing surveys:-

• Online surveys via youtube, mail or any other social n/w.
• Telephonic survey.
• Personal Contacts.
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Interviews:-

Interview involves a face-to-face interaction with the respondents. Personal interview includes collection of
data by personally contacting the respondents. Here face- to-face communication and free feedback are
possible. It is a very effective and flexible method for conducting survey.
 Organizing of Data 10

A process organizing collected factual material commonly accepted in the scientific community
as necessary to validate research findings.
Organizing data through Graphs, Distribution based tables

Organization by Category and Attributes

Another effective way of compartmentalizing and organizing your data would be to arrange
them by category. 
For instance, if the data you gather relates to sales figures, then you could categorize based on
the amount of money indicated, such as higher prices and lower prices. Other categorization
fields could include simple attributes such as gender, age, colour, genre etc.
 
The key to effective data presentation is to keep organized as well as tidy, so no matter which
method works best for you, make sure you maintain focus.
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PRIMARY DATA: -
Data that has been collected from first-hand-experience is known as primary data. Primary data has not
been published yet and is more reliable, authentic and objective. Primary data has not been changed or
altered by human beings; therefore its validity is greater than secondary data.
A research can be conducted without secondary data but a research based on only secondary data is
least reliable and may have biases because secondary data has already been manipulated by human
beings. One of such sources is old and secondly they contain limited information as well as they can be
misleading and biased.

Primary Data
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Advantages of Using Primary Data

 The investigator collects data specific to the problem under study.
 There is no doubt about the quality of the data collected (for the investigator).
· If required, it may be possible to obtain additional data during the study period.

Disadvantages of Using Primary Data.

The investigator has to contend with all the hassles of data collection-
 Deciding why, what, how, when to collect;
 Getting the data collected (personally or through others);
 Getting funding and dealing with funding agencies;
 Ethical considerations (consent, permissions, etc.).

Primary Data
 Secondary Data
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Data collected from a source that has already been published in any form is called as secondary data. The
review of literature in any research is based on secondary data. It is collected by someone else for some
other purpose (but being utilized by the investigator for another purpose). For examples, Census data
being used to analyse the impact of education on career choice and earning.

Sources of Secondary Data:

The following are some ways of collecting secondary data –
 Books
 Records
 Biographies
 Newspapers
 Published censuses or other statistical data
 Data archives
 Internet articles
 Research articles by other researchers (journals)
 Databases, etc.
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Importance of Secondary Data:

Sometimes primary data does not exist in such situation one has to confine the research on secondary
data. Sometimes primary data is present but the respondents are not willing to reveal it in such case too
secondary data can suffice.
 
Advantages of Using Secondary Data
• No hassles of data collection.

• It is less expensive.
• The investigator is not personally responsible for the quality of data (‘I didn’t do it’).
 Secondary Data
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Disadvantages of Using Secondary Data

• The data collected by the third party may not be a reliable party so the reliability and accuracy
of data go down.

• Data collected in one location may not be suitable for the other one due variable environmental
factor.
• With the passage of time the data becomes obsolete and very old.

• Secondary data collected can distort the results of the research. For using secondary data a
special care is required to amend or modify for use.

• Secondary data can also raise issues of authenticity and copyright.

 Analysis 19

Of Data
What is data analysis?
Data analysis is the process of collecting, modelling, and analysing data to extract insights that support
decision-making

Essential Types Of Data Analysis Methods

a)Descriptive analysis - What happened.
b) Exploratory analysis - How to explore data relationships.
c) Diagnostic analysis - Why it happened.
d) Predictive analysis - What will happen.
e) Prescriptive analysis - How will it happen.
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Report and Presentation of Marketing Research
“Research report is a research document that contains basic aspects of the research project”.
Research report is a medium to communicate research work with relevant people. It is also a good source
of preservation of research work for the future reference. Many times, research findings are not followed
because of improper presentation. Preparation of research report is not an easy task. It is an art. It
requires a good deal of knowledge, imagination, experience, and expertise. It demands a considerable
time and money.
 

Presentation of Data
 Research report is divided into three parts as: 21

 
I. First Part (Formality Part):
(i) Cover page
(ii) Title page
(iii) Certificate or statement
(iv) Index (brief contents)
(v) Table of contents (detailed index)
(vi) Acknowledgement
(vii) List of tables and figures used
(viii) Preface/forwarding/introduction
(ix) Summary report

Presentation of Data
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II. Main Report (Central Part of Report): III. Appendix (Additional Details):
(i) Statement of objectives (i) Copies of forms used
(ii) Methodology and research design (ii) Tables not included in findings
(iii) Types of data and its sources (iii) A copy of questionnaire
(iv) Sampling decisions (iv) Detail of sampling and rate of response
(v) Data collection methods (v) Statement of expenses
(vi) Data collection tools (vi) Bibliography – list of books, magazines,
(vii) Fieldwork journals, and other reports
(viii) Analysis and interpretation (including tables, (vii) Any other relevant information
charts,
figures, etc.)  
(ix) Findings
(x) Limitations
(xi) Conclusions and recommendations
(xii) Any other relevant detail

Presentation of Data
Key Considerations/Factors:
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While preparing research report, following issues must be considered:
(i) Objectives
(ii) Type of problem/subject
(iii) Nature and type of research
(iv) Audience or users of research work
(v) Size of report
(vi) Form of writing – handwritten, typed, or computerized.
(vii) Time and cost
(viii) Language
(ix) Contents of report
(x) Order of contents
(xi) Number of copies
(xii) Format – type and size of paper; lengths width, and depth of report; and pattern of writing including
paragraph, indent, numbering, font size and type, colouring, etc.
(xiii) Binding (for soft, and, particularly, for hard copy) – type, quality of material, colour, etc., related issues

Presentation of Data
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“Data is a precious thing and will last

longer than the systems themselves.”