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Transcript 
Collecting Primary Data
Chapter 9
Types of Primary Data Often Collected
by Marketing Researchers
• Demographic/socioeconomic characteristics
• Psychological/lifestyle characteristics
• Attitudes/opinions
• Intentions
• Motivation
• Behavior
SLIDE 9-1
Behavior Checklist
Purchase
Use
Behavior
Behavior
• What and how much
• How
• Where
• When
• Who
SLIDE 9-2
Alternative Means for Collecting Primary
Data
Communication
A method that involves the questioning of
respondents to secure the desired information
using a questionnaire
Observation
A method in which the situation of interest is
watched and the relevant facts, actions or
behaviors are recorded
SLIDE 9-3
Data Collection Methods
Versatility
Communication
Speed
Cost
Observation
Objectivity
Accuracy
SLIDE 9-4
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