Abstract
In the previous chapter, we discussed some of the key theoretical concepts and choices prior to collecting data such as validity, reliability, sampling, and sample sizes. We also discussed different types of data. Building on Chap. 3, this chapter discusses the practicalities of collecting data. First, we discuss how to collect quantitative and qualitative secondary data. Subsequently, we discuss how to collect primary data through surveys. We also introduce experimental research and some basics of primary qualitative research.
Learning Objectives
After reading this chapter, you should understand:
– How to gather secondary data.
– How to collect primary data.
– How to design a basic questionnaire.
– How to set up basic experiments.
– How to set up basic qualitative research.
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Notes
- 1.
- 2.
For a comparison between CASI, CAPI and CATI with respect to differences in response behavior, see Bronner and Kuijlen (2007).
- 3.
The categories stem from Aaker’s (1997) brand personality scale which describes brands in terms of human characteristics and which is commonly applied in marketing research and practice.
- 4.
To learn more about experimental research and different designs, take a look at Campbell and Stanley (1966) or Cook and Campbell (1979).
- 5.
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Mooi, E., Sarstedt, M. (2010). Getting Data. In: A Concise Guide to Market Research. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-12541-6_4
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DOI: https://doi.org/10.1007/978-3-642-12541-6_4
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