Sports & Entertainment Marketing I 2.04

1. Understanding data-collectionmethods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04

2. Types of Data Primary Data • Data collected by the researcher first hand specifically for the purpose of the study Secondary Data • Data collected by someone other than the user

3. Qualitative Data • Deals with descriptions. • Data can be observed but not measured. • Colors, textures, smells, tastes, appearance, beauty, etc. • Qualitative → Quality

4. Quantitative Data • Deals with numbers. • Data which can be measured. • Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc. • Quantitative → Quantity

5. Sources of Internal Records • Budgets • Schedules • Call reports • Order/shipping/billing records • Sales reports • Customer complaints/requests

6. External Data • Data the originates outside the organization for which the research is being done • More difficult because the data has much greater variety & you have more sources • Outside data may be biased • Common Sources: • Government agencies • Trade/industrial associations

7. Why do marketers use external data? • Economical • Efficient • Provides a basis for comparison • Fills in the gaps in primary information • Improves understanding of the problem

8. Info Available from External Sources • Political • Economical • Social • Technological • Environmental (Physical) • Legal • Demographic

9. E-Marketers • Use external information to help guide their efforts • Use digital customer information such as clickstream data • Gives webmasters a view of what users are viewing • Raises serious security concerns • Data sold as a way to increase revenue