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A Concise Guide to Market Research

Part of the book series: Springer Texts in Business and Economics ((STBE))

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Abstract

In market research, data is critical. Testing, measuring, improving, or creating new goods and services are difficult, or even impossible, without product and customer data. We discuss the different types of data, how they are constructed, and their attributes. We subsequently discuss the advantages and disadvantages of primary and secondary data and what each type allows you to do. We show you how to assess data’s validity and reliability, and discuss the implications that measurement errors can have for your data’s quality. We conclude with a discussion of important concepts, such as population, probability and non-probability sampling, and the relevance of sample size for market research.

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Authors and Affiliations

  1. Faculty of Economics and Management, Otto-von-Guericke- University Magdeburg, Magdeburg, Germany

    Marko Sarstedt

  2. Department of Management and Marketing, The University of Melbourne, Parkville, VIC, Australia

    Erik Mooi

Authors
  1. Marko Sarstedt
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  2. Erik Mooi
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Sarstedt, M., Mooi, E. (2019). Data. In: A Concise Guide to Market Research. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-56707-4_3

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