Consumer Behavior Research Methods
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Definitions

Data Collection - Primary vs. Secondary Data

Primary data

  • Data that are directly collected for the purposes of the research under the researcher’s control

  • Surveys are a good way to get very specific data from a sample that is entirely under the control of the researcher and tailored to the specific needs.

  • Be aware of biases

    • For example, a sample may be selected that is non-representative of  the market as a whole.

    • Also, survey or interview respondent may respond with what he or she thinks you expect them to answer rather than with what they really feel.

Secondary data

  • Data that is gathered by someone else (for a purpose other than that which the researcher has in mind) Examples of sources: Federal statistical offices, other research projects, forums, consumer ratings, consumer forums, etc.

  • Disadvantage: Out of the control of the researcher

 

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