BUS607: Data-Driven Decision-Making

Data collection is a crucial step in the research process because it enables the generation of insights that will influence the marketing strategy.

Learning Objective

• Construct the rationale of field work or data collection from a marketing research process perspective

Key Points

• The marketing research process is comprised of six steps: 1. problem definition, 2. development of an approach to the problem, 3. research design formulation, 4. field work or data collection, 5. data preparation and analysis, and 6. report preparation and presentation.
• Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing, from an office by telephone, 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.

Terms

• scientific method

  The scientific method is a body of techniques for acquiring new knowledge or correcting and integrating previous knowledge. To be termed scientific, a method of inquiry must be based on empirical and measurable evidence subject to specific principles of reasoning.

• mall intercept

  a survey whereby respondents are intercepted in shopping in malls. The process involves stopping the shoppers, screening them for appropriateness, and either administering the survey on the spot or inviting them to a research facility located in the mall to complete the interview.

• Data

  Data are values of qualitative or quantitative variables belonging to a set of items; Data are typically the results of measurements and can be visualised using graphs or images

Source: Boundless, http://oer2go.org/mods/en-boundless/www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-market-research-process-34/collecting-data-178-7306/index.html
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