About This Chapter
Marketing Data Collection Techniques - Chapter Summary
Learn about marketing data collection techniques. Use these lessons to gain a better understanding of gathering market research data using interviews, collecting social research data using existing statistics, and the definition, method and examples of quota sampling. Additional lesson information in this chapter includes:
- Definition, methods and examples of ethnographic marketing research
- Observational marketing research techniques
- Advantages, disadvantages and definition of focus groups
- Types of response styles in surveys
- Industry-related market information monitoring
Lessons come in the form of text and/or videos. Each video lasts 5-10 minutes on average and video lessons come with a transcript and timeline tool to quickly take you to any section you want to replay.
1. Quantitative vs. Qualitative Research in Marketing
After watching this video lesson, you will know the differences between quantitative market research and qualitative market research. You will see what strengths each has and how these can work together.
2. What Is Ethnographic Research in Marketing? - Definition, Methods & Examples
Ethnographic research is usually something conducted by anthropologists and social scientists, but now marketing executives are taking notice. In this lesson, you'll learn what ethnography is and how it's used to understand consumers.
3. Observational Research in Marketing: Definition, Methods & Techniques
This lesson discusses observational research, how it is conducted, and how it can be utilized to gather qualitative market information. After completing the lesson, take the short quiz to see what you have learned.
4. Focus Groups: Definition, Advantages & Disadvantages
Focus groups are used in business research all the time. In this lesson, you'll learn about focus groups, as well as their advantages and disadvantages. You'll also have a chance to take a short quiz after the lesson.
5. Using Interviews to Gather Marketing Research Data
In this lesson, you'll learn the benefits of interviewing in market research. You'll learn how to establish interview protocol, formulate interview questions, and include focus groups to gain valuable data.
6. What Is Survey Research? - Definition, Methods & Types
This lesson explores the ways a researcher may employ the types of surveys used in research. We will also go over the strengths and weaknesses of each type of survey.
7. Response Styles of Surveys: Types, Advantages & Disadvantages
This lesson explores the different ways a researcher can write questions to use in a survey. Each survey type will have strengths and weaknesses to help researchers understand why they should or shouldn't pick that type.
8. Quota Sampling: Definition, Method & Examples
Market researchers and political pollsters often use a non-probability sampling approach to quickly and easily gather data while minimizing costs in time and money. In this lesson, quota sampling will be defined and examples provided.
9. Using Existing Statistics to Collect Social Research Data
This lesson explains the primary places a researcher can collect social data from others instead of collecting it themselves. The lesson also reminds researchers of a major pitfall in using other's data.
10. How to Monitor Industry-Related Market Information
Staying abreast of industry-related market information can help to set your marketing efforts apart from the crowd. In this lesson, you'll learn more about ways to monitor these types of details.
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Other chapters within the CPSM Exam Study Guide - Certified Professional Services Marketer course
- Marketing Research
- Demographics in Marketing Research
- Marketing Data Analysis Techniques
- Marketing Planning
- Strategic Planning for Marketing
- Business & Client Development for Marketing
- Customer Experience & Satisfaction
- Methods of Assessing Customer Satisfaction
- Marketing Proposals
- Proposal Presentations
- Contracts & Proposal Tracking in Marketing
- Promotional Activity in Marketing
- Advertising in Marketing
- Management in Marketing
- Marketing Recruitment & Training
- Overview of Interpersonal Communication
- Group Dynamics & Team Building
- Organization Design & Structure
- Marketing Ethics & Regulation
- CPSM Exam Study Guide - Certified Professional Services Marketer Flashcards