Step 4: Data Collection
The second part of research design involves laying out a plan to collect the information within the research method selected. To gather research marketers have three choices:
- acquire pre-existing research
- undertake new research themselves
- out-source the task of new research to a third-party, such as a market research company
The first option is associated with Secondary Research, which involves accessing information that was previously collected. The last two options are associated with conducting Primary Research, which involves the collection of original data generally for one’s own use.
As we will see, the data collection approach used depends on what the researcher determined in the Steps 1-3 of the research plan. That is, the optimal data collection technique is selected only after the researcher has determined the purpose, the information sought and the basic research design method. In many instances the researcher uses both secondary and primary data collection as part of the same research project.
An extensive discussion of Secondary Research can be found in two tutorials: Data Collection: Low-Cost Secondary Research and Data Collection: High-Cost Secondary Research. While detailed coverage of Primary Research can be found in the tutorial Data Collection: Primary Research Methods.
Latest Marketing Stories
- Disney Bets $1 Billion on Technology to Track Theme-Park Visitors (high-tech and customer tracking) BusinessWeek
- Who Has The Biggest Marketing Budgets? (survey of marketing spending) Forbes
- Retailers Are Using Mobile Apps to Drive Up Sales (building store traffic with apps) Los Angeles Times
- Worst Product Flops of All Time (10 big product failures) 24/7 Wall St.
- The Price Of A Pizza In 237 U.S. Neighborhoods (stats on how pizza prices vary within cities) NPR
- Hey, We Want More $$$ Too! More Theme Parks Jack Up Ticket Prices (competitors see market leader's price increase as reason to raise their price) Time
- With ‘Drone to Home’ Service, Netflix Uses Satire Against Amazon (comical approach to competitive advertising) New York Times
Latest Blog Posts
- Is Disney’s New Customer Tracking Technology Big Marketing or Big Brother?
- This Research Asks Top Marketers How Things Are Going
- The Big Failures That Rest in the Marketing Boneyard
- Another Example of Beer and the Product Life Cycle
- The Effectiveness of Comparative Promotion Often Depends On What Customers Know