PMM8: MARKETING RESEARCH

Topic: Marketing DATA Sources

Objective: Identify major sources of available
Marketing Data

Prof. PATRICK JAMES G. PUTUNGAN, MBA , DBA – CAR

 Week 1 Sept 16 to 21, 2024 Orientation
Week 2 Sept 23 to 28, 2024
Week 3 Sept 30 to Oct 5, 2024 Statement of the Problem
Week 4 Oct 7 to 12, 2024
Week 5 Oct 14 to 19 2024
Week 6 Oct 21 to 26, 2024 Research Objectives
Week 7 Oct 28 to 30, 2024
Week 8 Nov 4 to 9, 2024 1st Draft of Introduction
Estimated Week 9 Nov 11 to 15 2024
Calendar Week 10 Nov 18 to 22 2024 MIDTERM EXAM
Week 11 Nov 25 to 29, 2024 Instrument/Tool/Questionnaire/ Survey
Week 12 Dec 2 to 7, 2024
Week 13 Dec 9 to 14, 2024
Week 14 Dec 16 to 20 , 2024 1st Draft of the Methodology
Week 15 Dec 23 to Jan 4, 2024 Christmas Break
Week 16 Jan 6 to 11, 2025 1st Draft of Results & Discussion
Week 17 Jan 13 to 18, 2025 1st Draft whole Manuscripts
Week 18 Jan 20 to 25, 2025 FINAL DEFENSE
Week 19 Jan 27 to Feb 1, 2025 Finals Exam
Week 20 Feb 3 to 7, 2025
1. What is secondary data?

• Secondary data (also known as second-party data) refers to any

dataset collected by any person other than the one using it.

• Secondary data sources are extremely useful. They allow

researchers and data analysts to build large, high-quality databases
that help solve business problems.
• What is primary data?

• ‘Primary data’ (also known as first-party data) are those directly

collected or obtained by the organization or individual that intends to
use them. Primary data are always collected for a specific purpose.
This could be to inform a defined goal or objective or to address a
particular business problem. .
• What is third-party data?

• ‘Third-party data’ (sometimes referred to as tertiary data) refers to data collected and
aggregated from numerous discrete sources by third-party organizations.

• third-party data combine data from numerous sources and aren’t collected with a specific
goal in mind, the quality can be lower.

• Third-party data also tend to be largely unstructured. This means that they’re often beset by
errors, duplicates, and so on, and require more processing to get them into a usable format.

• Third-party data are still a useful data analytics resource. You can learn more about structured
vs unstructured data here.
3.What are some examples of
secondary data?
External secondary data

Frequent sources of secondary data

include:
• Government departments
• Public sector organizations
• Industry associations
• Trade and industry bodies
• Educational institutions
• Private companies
• Market research providers
• Sources of Internal secondary data might include:

• Sales reports
• HR filings
• Annual accounts
• Quarterly sales figures
• There are different stages of secondary data analysis, which involve events
before, during, and after data collection. These stages include:

• Statement of purpose: Before collecting secondary data, you need to

know your statement of purpose. This means you should have a clear
awareness of the goal of the research work and how this data will help
achieve it. This will guide you to collect the right data, then choosing the
best data source and method of analysis.
• Research design: This is a plan on how the research activities will be
carried out. It describes the kind of data to be collected, the sources of data
collection, the method of data collection, tools used, and method of
analysis. Once the purpose of the research has been identified, the
researcher should design a research process that will guide the data
• Developing the research questions: Once you’ve identified the research
purpose, an analyst should also prepare research questions to help identify
secondary data. For example, if a researcher is looking to learn more about why
working adults are increasingly more interested in the “gig economy” as opposed
to full-time work, they may ask, “What are the main factors that influence adults
decisions to engage in freelance work?” or, “Does education level have an effect
on how people engage in freelance work?

• Identifying secondary data: Using the research questions as a guide,

researchers will then begin to identify relevant data from the sources provided. If
the kind of data to be collected is qualitative, a researcher can filter out qualitative
data—for example.

• Evaluating secondary data: Once relevant data has been identified and collates,
Primary data is raw data gathered directly
from sources through various methods such
as surveys, interviews, observations, and
experiments. This type of data is typically
specific to the needs of a study and provides
up-to-date and original insights.
Key Features of Primary Data:
•Collected directly from sources, making it
original and specific.
•Enables researchers to design data collection
based on their unique objectives.
•Can be more time-consuming and costly
compared to using secondary data.
1. Qualitative Data
Definition: Qualitative data is non-numerical and
descriptive, focusing on the quality and nature of
responses. It helps researchers understand thoughts,
motivations, experiences, and social dynamics.
Characteristics:
•Descriptive, providing detailed insights into
experiences or behaviors.
•Subjective and often exploratory.
•Typically collected through methods like interviews,
focus groups, and observations.
Examples of Qualitative Data:
•Responses from in-depth interviews about consumer
perceptions of a brand.
•Observational notes from studying classroom
interactions.
•Descriptions of participants’ feelings and motivations
during a focus group discussion.
2.Quantitative Data
Definition: Quantitative data is numerical and can be
measured and analyzed statistically. This type of data
helps researchers quantify variables and examine
relationships among them.
Characteristics:
•Numerical, allowing for statistical analysis.
•Objective and usually collected through structured
methods.
•Provides measurable, comparable, and repeatable
results.
Examples of Quantitative Data:
•Responses from a survey measuring customer
satisfaction on a scale of 1 to 10.
•Number of hours worked per week collected from
employee time sheets.
•Test scores of students to analyze the effectiveness of a
teaching method
• Methods of Collecting Primary Data
• 1. Surveys and Questionnaires
• Definition: Surveys and questionnaires are tools for gathering information from a large group of
respondents through a series of structured questions.

• When to Use:
• Ideal for collecting quantitative data on attitudes, preferences, behaviors, and opinions.
• Useful for studies requiring data from a large and diverse sample.
• Steps:
• Design questions that align with research objectives, which can include closed-ended
(quantitative) or open-ended (qualitative) questions.
• Distribute the survey online, via mail, or in person.
• Analyze responses for patterns or correlations.
• 2. Interviews
• Definition: Interviews involve direct communication with participants to obtain detailed
information on their views, experiences, or behaviors. They can be structured, semi-structured,
or unstructured.

• When to Use:

• Effective for gathering in-depth qualitative data.

• Suitable for exploring topics in detail, such as personal experiences or perceptions.
• Steps:
• 3. Observations
• Definition: Observation is a method where the researcher watches participants in their natural
environment to gather data on behavior, interactions, or social processes.

• When to Use:
• Suitable for studies focusing on real-time behaviors and social interactions.
• Commonly used in fields such as anthropology, sociology, and education.
• Steps:
• Identify the setting and behavior to observe.
• Decide between participant observation (researcher actively engages) or non-participant observation
(researcher is an observer only).
• Record observations systematically, noting details about interactions, settings, and behaviors.
• Example: A researcher observes interactions in a workplace to understand communication patterns and
team dynamics.
• . Experiments
• Definition: Experiments involve manipulating variables in a controlled setting to observe their effect
on other variables. This method is often used in scientific research to establish cause-and-effect
relationships.

• When to Use:

• Suitable for testing hypotheses in controlled environments.

• Common in fields like psychology, medicine, and environmental science.
• Steps:
• Examples of Primary Data Collection in Research
Market Research
• Method: Survey.
• Data: Customer feedback on product satisfaction, brand loyalty, and preferences.
• Outcome: Companies can use the data to adjust marketing strategies and improve products.
Education Research
• Method: Observation.
• Data: Notes on student-teacher interactions and classroom engagement.
• Tips for Collecting Primary Data
1. Define Objectives: Clearly define research objectives to ensure the data
collected is relevant and focused.
2. Choose the Right Method: Select a data collection method that aligns with the
research question and type of data needed.
3. Ensure Ethical Compliance: Obtain informed consent and ensure data privacy
and confidentiality.
4. Pilot Test Instruments: Pilot test surveys or questionnaires to refine questions
and ensure clarity.
5. Document the Process: Keep detailed records of the data collection process to
enhance transparency and reproducibility.
SAMPLING
• Descriptive statistics summarize and organize characteristics of a data set. A data set is
a collection of responses or observations from a sample or entire population.

• In quantitative research, after collecting data, the first step of statistical analysis is to
describe characteristics of the responses, such as the average of one variable (e.g.,
age), or the relation between two variables (e.g., age and creativity).

• The next step is inferential statistics, which help you decide whether your data confirms
or refutes your hypothesis and whether it is generalizable to a larger population.
• What Are Descriptive Statistics?
• Descriptive statistics are brief informational coefficients that summarize a given data
set, which can be either a representation of the entire population or a sample of a
population. Descriptive statistics are broken down into measures of central tendency
and measures of variability (spread). Measures of central tendency include the mean,
median, and mode, while measures of variability include standard deviation, variance,
minimum and maximum variables, kurtosis, and skewness.
• What Is the Main Purpose of Descriptive Statistics?
• The main purpose of descriptive statistics is to provide information about a data set. In
the example above, there are dozens of baseball teams, hundreds of players, and
thousands of games. Descriptive statistics summarizes large amounts of data into
useful bits of information.
• Understanding Descriptive Statistics
• Descriptive statistics help describe and explain the features of a
specific data set by giving short summaries about the sample and
measures of the data.
• The most recognized types of descriptive statistics are measures of
center. For example, the mean, median, and mode, which are used at
almost all levels of math and statistics, are used to define and describe
a data set.
• The mean, or the average, is calculated by adding all the figures within
the data set and then dividing by the number of figures within the set.
• Types of descriptive statistics
• There are 3 main types of descriptive statistics:

• The distribution concerns the frequency of each value.

• The central tendency concerns the averages of the values.
• The variability or dispersion concerns how spread out the values
are.
• Frequency distribution
• A data set is made up of a distribution of values, or scores. In tables or graphs, you can summarize the
frequency of every possible value of a variable in numbers or percentages. This is called a frequency
distribution.

• Simple frequency distribution table Grouped frequency distribution table

• For the variable of gender, you list all possible answers on the left hand column. You count the number or
percentage of responses for each answer and display it on the right hand column.
• Gender Number
• Male 182
• Female 235
• Other27
• From this table, you can see that more women than men or people with another gender identity took part
in the study.
• Distribution
• Distribution (or frequency distribution) refers to the number of times a
data point occurs. Alternatively, it can be how many times a data point
fails to occur. Consider this data set: male, male, female, female,
female, other. The distribution of this data can be classified as:

• The number of males in the data set is 2.

• The number of females in the data set is 3.
• The number of individuals identifying as other is 1.
• The number of non-males is 4.
• Central Tendency
• Measures of central tendency focus on the average or middle
values of data sets, whereas measures of variability focus on the
dispersion of data. These two measures use graphs, tables, and
general discussions to help people understand the meaning of the
analyzed data.
• Measures of central tendency describe the center position of a
distribution for a data set. A person analyzes the frequency of each
data point in the distribution and describes it using
the mean, median, or mode, which measures the most common
patterns of the analyzed data set.
• Measures of variability
• Measures of variability give you a sense of how spread out the response values are.
The range, standard deviation and variance each reflect different aspects of spread.

• Range
• The range gives you an idea of how far apart the most extreme response scores are.
To find the range, simply subtract the lowest value from the highest value.

• Range of visits to the library in the past year

• Ordered data set: 0, 3, 3, 12, 15, 24
• Range: 24 – 0 = 24
• Measures of Variability
• Measures of variability (or measures of spread) aid in analyzing
how dispersed the distribution is for a set of data. For example,
while the measures of central tendency may give a person the
average of a data set, it does not describe how the data is
distributed within the set.
• Standard deviation
• The standard deviation (s or SD) is the average amount of variability in your dataset. It tells you, on
average, how far each score lies from the mean. The larger the standard deviation, the more variable
the data set is.

• There are six steps for finding the standard deviation:

• List each score and find their mean.

• Subtract the mean from each score to get the deviation from the mean.
• Square each of these deviations.
• Add up all of the squared deviations.
• Divide the sum of the squared deviations by N – 1.
• Find the square root of the number you found.
• Variance
• The variance is the average of squared deviations from the mean.
Variance reflects the degree of spread in the data set. The more spread
the data, the larger the variance is in relation to the mean.
• To find the variance, simply square the standard deviation. The symbol
for variance is s2.
• Variance of visits to the library in the past year Data set: 15, 3, 12, 0, 24,
3
• s = 9.18
• s2 = 84.3
• Descriptive Statistics vs. Inferential Statistics
• Descriptive statistics have a different function from inferential statistics,
which are data sets that are used to make decisions or apply
characteristics from one data set to another.

• Imagine another example where a company sells hot sauce. The

company gathers data such as the count of sales, average quantity
purchased per transaction, and average sale per day of the week. All of
this information is descriptive, as it tells a story of what actually happened
in the past. In this case, it is not being used beyond being informational.
A good data interpretation process is key to making your
data usable. It will help you make sure you’re drawing the
correct conclusions and acting on your information.
• What is Data Interpretation
• Data interpretation is the process of reviewing data and arriving at relevant conclusions
using various analytical research methods. Data analysis assists researchers in
categorizing, manipulating data, and summarizing data to answer critical questions.

• LEARN ABOUT: Level of Analysis

• In business terms, the interpretation of data is the execution of various processes. This
process analyzes and revises data to gain insights and recognize emerging patterns
and behaviors. These conclusions will assist you as a manager in making an informed
decision based on numbers while having all of the facts at your disposal.