SEM1 – MARKETING INFORMATION MANAGEMENT

2.04 Identify data collection methods and explain sources of

Sports Marketing Information

Understand data-collection methods to evaluate their appropriateness for the research problem/issue

Types of DataPrimary Data

OOriginal data collected by the researcher first hand specifically for the purpose of the study O Examples: Interviews, sampling,

accounting records and newspaper articles

O Spectators and participants are major sources of primary data for SEM O Concert attendees, gym members, game

attendeesO polls, surveys and focus groups

Types of DataSecondary Data

OData collected by someone other than the user

OInformation & conclusions gathered after reviewing primary data

O2 types of Secondary DataOInternal – collected from within the

organizationOExternal – collected from outside of

the organization

Internal Secondary Data

O Advantages – easily accessed and saves money

O Disadvantages –might not be up to date

O Common sources:O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests

External Secondary Data

OData that originates outside the organization

OAdvantages – inexpensive & plentiful

ODisadvantages –difficult to obtain accurate information Obecause the data has much

greater variety Obecause there are more sourcesOOutside data may be biased

External Secondary Data

OCommon Sources:O Government agencies: Census

BureauOdemographic information on a

specific geographic locationO Trade/industry associations

O for industry trendsO Clickstream data

OData collected from consumer views of wesites or online advertisements

OUsed by E-Marketers

Info Available from External Secondary Sources

• Political & economics• Consumer trends and habits• Social & ethical issues• Technological• Environmental (Physical)• Legal – tax policies and proposed laws• Demographic information• Consumer protections• Competitors – type, strengths &

weaknesses

E-Marketers

OUse external information to help guide their efforts

OUse 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

Quantitative Data

ODeals with numbers. OData which can be measured. OLength, height, area, volume,

weight, speed, time, temperature, humidity, sound levels, cost, members, ages

OQuantitative → Quantity 

Qualitative Data

ODeals with descriptions. OData can be observed but not

measured. OColors, textures, smells, tastes,

appearance, beauty OQualitative → Quality