Understanding data-collection methods
to evaluate their appropriateness for the
research problem/issue.
Sports & Entertainment Marketing I
2.04
Primary Data
O Data collected by the researcher first hand
specifically for the purpose of the study
Secondary Data
O Data collected by someone other than the
user
Qualitative Data
O Deals with descriptions.
O Data can be observed but not measured.
O Colors, textures, smells, tastes, appearance,
beauty, etc.
O Qualitative → Quality
Quantitative Data
O Deals with numbers.
O Data which can be measured.
O Length, height, area, volume, weight, speed,
time, temperature, humidity, sound levels,
cost, members, ages, etc.
O Quantitative → Quantity
Sources of Internal Records
O Budgets
O Schedules
O Call reports
O Order/shipping/billing records
O Sales reports
O Customer complaints/requests
External Data
O Data the originates outside the organization
for which the research is being done
O More difficult because the data has much
greater variety & you have more sources
O Outside data may be biased
O Common Sources:
O Government agencies
O Trade/industrial associations
Why do marketers use external
data?
O Economical
O Efficient
O Provides a basis for comparison
O Fills in the gaps in primary information
O Improves understanding of the problem
Info Available from External
Sources
• Political
• Economical
• Social
• Technological
• Environmental (Physical)
• Legal
• Demographic
E-Marketers
O Use external information to help guide their
efforts
O Use digital customer information such as
clickstream data
O Gives webmasters a view of what users are
viewing
O Raises serious security concerns
O Data sold as a way to increase revenue
1. To know what web sites and
advertisements visitors see, sports
and event e-marketers would check:
A. Text files
B. Direct delivery programs
C. Clickstream data
D. Internet service providers
1. To know what web sites and
advertisements visitors see, sports
and event e-marketers would check:
A. Text files
B. Direct delivery programs
C. Clickstream data
D. Internet service providers
2. Which of the following is a
secondary source of sport/event
information:
A. Personal interviews
B. Computerized surveys
C. Accounting records
D. Demographic reports
2. Which of the following is a
secondary source of sport/event
information:
A. Personal interviews
B. Computerized surveys
C. Accounting records
D. Demographic reports
3. A sport/event organization that
wants to obtain information about
the population in a certain
geographic location might use:
A. Government sources
B. Telephone surveys
C. Primary databases
D. Personal questionnaires
3. A sport/event organization that
wants to obtain information about
the population in a certain
geographic location might use:
A. Government sources
B. Telephone surveys
C. Primary databases
D. Personal questionnaires