Understanding data-collection methods to evaluate their
appropriateness for the research problem/issue.
Sports & Entertainment Marketing I2.04
Primary DataO Data collected by the researcher first
hand specifically for the purpose of the study
Secondary DataO Data collected by someone other
than the user
Qualitative DataO Deals with descriptions. O Data can be observed but not
measured. O Colors, textures, smells, tastes,
appearance, beauty, etc. O Qualitative → Quality
Quantitative DataO 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 BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests
External DataO 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 agenciesO Trade/industrial associations
Why do marketers use external data?
O EconomicalO EfficientO Provides a basis for comparisonO 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-MarketersO Use external information to help
guide their effortsO Use digital customer information
such as clickstream dataO Gives webmasters a view of what
users are viewingO 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 filesB. Direct delivery programsC. Clickstream dataD. Internet service providers
1. To know what web sites and advertisements visitors see,
sports and event e-marketers would check:
A. Text filesB. Direct delivery programsC. Clickstream dataD. Internet service providers
2. Which of the following is a secondary source of
sport/event information:
A. Personal interviewsB. Computerized surveys C. Accounting records D. Demographic reports
2. Which of the following is a secondary source of
sport/event information:
A. Personal interviewsB. 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