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2019 | OriginalPaper | Buchkapitel

4. Getting Data

verfasst von : Marko Sarstedt, Erik Mooi

Erschienen in: A Concise Guide to Market Research

Verlag: Springer Berlin Heidelberg

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Abstract

We first address the nuts-and-bolts questions of the data collection stage. How does one find secondary data and decide on their suitability? Can one best collect primary data through, for example, observations, questionnaires, or experiments if secondary data are unavailable? We thus provide the key theoretical concepts, choices, and practicalities associated with collecting data. We first discuss the practicalities of secondary data’s use, including their sources and availability, how to assess the inclusion of key variables, and the data’s validity and reliability. If secondary data are unavailable, outdated, or too costly, we show how to best collect your own data given the question you wish to study. Primary data collection styles, such as observations, survey questionnaires, and experiments, are reviewed and we provide a range of recommendations on the type of data to use for the relevant situation, or research question.

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Titel: Getting Data
verfasst von: Marko Sarstedt
Erik Mooi
Verlag: Springer Berlin Heidelberg
Buch: A Concise Guide to Market Research
Print ISBN: 978-3-662-56706-7

Electronic ISBN: 978-3-662-56707-4

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-662-56707-4_4