Collecting Data
Before there can be any data-driven decision-making, there has to be some data. This data is 'fed' into the system to help generate business insights and be collected from various sources. This article explores how data is collected in the marketing research process to influence marketing strategy.
Field Work or Data Collection
Field work, or data collection, involves a field force or staff that operates either in the field, as in the case of personal interviewing (focus group, in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing/CATI), or through mail (traditional mail and mail panel surveys with pre-recruited households). Proper selection, training, supervision, and evaluation of the field force helps minimize data-collection errors. In marketing research, an example of data collection is when a consumer goods company hires a market research company to conduct in-home ethnographies and in-store shop-alongs in an effort to collect primary research data.
Focus Group
Soldiers and family members participated in USAG- RC-sponsored focus groups