Abstract
lie at the heart of conducting market research. By data we mean a collection of facts that can be used as a basis for analysis, reasoning, or discussions. Think, for example, of the answers people give to surveys, existing company records, or observations of shoppers’ behaviors.
Learning Objectives
After reading this chapter you should understand:
– How to explain what kind of data you use.
– The differences between qualitative and quantitative data.
– What the unit of analysis is.
– When observations are independent and when they are dependent.
– The difference between dependent and independent variables.
– Different measurement scales and equidistance.
– The differences between primary and secondary data.
–from a conceptual viewpoint.
– How to set up several different sampling designs.
– How to determine acceptable sample sizes.
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Mooi, E., Sarstedt, M. (2010). Data. In: A Concise Guide to Market Research. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-12541-6_3
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DOI: https://doi.org/10.1007/978-3-642-12541-6_3
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