Chapter Eight
Interactive Exercise –
Types of Data
Instructions for the Professor:
Overview:
The purpose of this exercise is to help students understand the nature of primary
and secondary data. Four statements describing various types of data are
presented; students are challenged to identify whether the statement in question
describes secondary internal data, secondary external data, observation based
primary data or questioning based primary data.
Concept Review:
As part of the situational analysis conducted during the marketing researching
process, the researcher seeks out secondary data that may be helpful in either
understanding the problem better, or which may actually solve the problem being
investigated. Secondary data is always looked for prior to implementing any
primary data collection study as it is typically less expensive, faster to collect and
sometimes more accurate than primary data.
Secondary data is considered to be any information that has been previously
collected or published. Internal sources of secondary data include any existing
information that a company may have in its databases, archives, records,
accounting systems, inventory systems and the like. External sources of
secondary data include the government, news organizations, trade associations,
syndicated marketing research firms, universities, Internet portals and similar
organizations. While these other secondary data sources often engage in
primary research to develop the data, the information is considered to be
secondary data to other marketers/researchers as it was gathered prior to and for
some other purpose than solving the marketer/researcher’s specific problem.
Primary data, by contrast, is data that is collected by the researcher specifically
for the purpose of investigating the problem at hand. Observation based data
collection, whether undertaken by people such as mystery shoppers or via
machines such as traffic counters, represents one form of primary data. Data
collected via open-ended questioning techniques such as those used in focus
groups or depth interviews is labeled qualitative primary data and are usually
administered to relatively small-sized samples. Quantitative primary data, in
contrast, is typically collected via structured questionnaires that are administered
to larger, more representative samples.
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Using the Exercise:
Initial Screen:
1. This screen introduces the four types of research data in a 2 x 2
table grid.
 Each table cell will transition briefly in some fashion.
 To begin the exercise the professor clicks anywhere on the screen.
Clicking within the table heading itself is not necessary.
The exercise will automatically transition to the next screen.
Next Screen:
2. Screen #1 appears. A data scenario statement is shown above
the 2 x 2 table grid.
 The professor reads the data scenario statement to the class.
The professor then challenges students to determine the correct
data type classification exemplified by the scenario under
consideration.
 The professor clicks on the table cell corresponding to the student’s
answer.
 If the wrong response is given, a buzzer will sound, and the chosen
data type will briefly turn red. For details related to right and wrong
answers, refer to the ANSWERS AND EXPLANATION section
below.
 The selection process is repeated until the correct answer is
chosen.
o When this happens, an abbreviated version of the data
scenario statement will appear within the correct table cell
and a cash register “Ch-ching!” sound will be heard.
o The table cell will also change color to indicate that it
unavailable for future selections.
o The slide automatically transitions to the next data scenario
screen as described below in step 3.
Next Screen:
3. The second data scenario screen appears.
 A new data scenario appears above the 2 x 2 data type
classification table.
 The professor reads the data scenario statement to the class.
 The professor repeats the selection process described in step #2.
Next Screen
4. The third data scenario screen appears and the selection
processes described in steps 2 and 3 are repeated once again.
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Next Screen:
5. The final data scenario screen appears.
 A new data scenario appears above the 2 x 2 data type
classification table.
 The professor reads the data scenario statement to the class.
 A pop-up box appears that asks students to identify whether the
data scenario is best described as primary questioning data that is
quantitative or qualitative in nature.
 The professor clicks on the “Qualitative” or “Quantitative” button in
response to the student’s selection.
 If the wrong response is given, a buzzer will sound. The professor
should then click on the alternate button.
 When the correct button is selected, a cash register “Ch-ching!”
sound will be heard. The slide automatically transitions to the final
screen as described below in step 6.
Final Screen
6. The final screen matches each data scenario to the correct data
type classification.
7. The professor clicks the “X” icon in the upper left hand corner of
the screen to end the exercise.
NOTE: Clicking the “X” at any time will end the exercise.
Answers and Explanations
LOWE’S USES DATA PURCHASED FROM MARKET FACTS
CORRECT ANSWER: External Secondary Data
If confusion occurs it is most likely that students will incorrectly type this
example as either observation data or primary questioning data; in both
cases, they would be failing to recognize the fundamental difference between
primary and secondary data. The information being purchased by Lowe’s has
been previously collected by the Market Facts company specifically for the
purpose of being sold to any and all interested firms, ultimately resulting in
profit for the Market Facts corporation. Market Facts is an example of a
syndicated marketing research firm that provides subscribers with access to
the same data, meaning that both Lowe’s and competitor Home Depot could
purchase the identical rating information. As the data in question was not
collected solely for the specific purpose of aiding in the merchandise planning
efforts of the Lowe’s organization, it is correctly classified as a form of
external secondary data.
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WALGREEN’S HIRES SECRET SHOPPERS
CORRECT ANSWER: Observation research
Secret shoppers were clearly identified in the text as a form of observation
research in which “shoppers” pose as customers and record the manner in
which they are treated by store personnel.
FRITO-LAY ESTIMATES NEW PRODUCT DEMAND
CORRECT ANSWER: Internal Secondary Data
Daily sales data collected by the sales force and sent to the company via
telephone lines becomes part of the marketing information system. The
original purpose in collecting this information was NOT related to estimating
new product demand, therefore it is best classified as internal secondary
data.
MALL INTERCEPT / STRUCTURED QUESTIONNAIRE
CORRECT ANSWER: Quantitative Primary Questioning Data
Focus groups, in-depth one-on-one interviews, and projective techniques
such as word association, sentence completion, balloon tests and the like
represent forms of qualitative primary research. Structured questionnaires
featuring a fixed number of responses allow for quantitative analysis of the
data.
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