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