Primary and Secondary Data Collection in Marketing Research

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Table of Contents

Primary data
Secondary data
Plan for the collection of both the primary and secondary data
Questionnaire

Primary data

When conducting research there are particular categories of data that are considered particularly important. They are found in two major categories. They include primary and secondary data. These provide two different types of information. They are differentiated by the methods of collection and also by the kind of information collected. Primary data being the initial information collected is particularly essential. It is first-hand information from respondents.

It may be gathered by the research assistant. It can be collected through several methods. They include combining different points from focus group discussions, testing of products from garden centers. This is done by asking the consumers about their opinion about the different products offered.

Primary data can also be collected through observation. The researcher can examine and analyze consumer behavior. By doing this, their preferences can be noted. Having personal interviews with customers who visit the garden centers is also a way of collecting primary information. The management can agree upon setting a specific place whereby the consumers are interviewed after visiting the premises. Most people will open up and give their views about the company.

However, this method may experience some challenges for example in a situation whereby the customers lie about their opinion or fear to give the whole information. If the research relies on this data the results will be affected. Other techniques that can be applied in additional are the expert’s opinion, through interaction with different clients, and by conducting surveys about the garden center. By using different methods, the challenges experienced in one method may be covered up by the other methods.

Secondary data

Secondary data is also vital in research. However, this type of information requires a detailed reading. It is found in a variety of places. They include libraries; both the private and public libraries, the internet is as well a reliable source of this kind of information. Some information may be found in government agencies and newspapers, data can also be gathered from the database of the garden center company itself. Statistics of countries have been found to be among the most reliable sources of information.

Secondary data on the purchasing habits of customers

There are various aspects of the clients and their purchasing habits that can be retrieved from secondary data. The garden center company should inquire about how the customers feel about the pricing, the service delivery, and the treatment they receive. Such information is extremely essential when it comes to the strategies of improving the company. This research will also highlight the inconveniences the consumers receive due to bad weather. The purchasing habits and power of the clients are also essential.

The sampling frame for providing primary data

When collecting primary information sampling is vital this is because dealing with a small group of people is much easier than a large group. The initial step of sampling is defining the total population that will be referred to by the researcher. There usually are a good number of factors that determine the preparation of a sampling frame. They include the quality and nature of the sampling frame required. The quality may affect the collection of primary data and it is therefore very important to consider it. The other important thing is the accuracy needed. Sampling if done well will produce accurate results. This is what is expected of every research it is also important to present a reliable frame.

There are various types of sampling methodologies that can be applied in the collection of primary data. The most vital thing to do is to ensure that the method that has been chosen is well understood and can be applied comfortably. Below is a list of some of the common sampling techniques. They include Simple random, Systematic, Stratified, Probability-proportional-to-size sampling, Cluster, Quota, Accidental, Line-intercept, and Panel sampling.

Survey methodology for providing primary data

The process of research methodology development is subdivided into steps. The first step is to determine the sample size of the total population, to design the research, to develop the data collection tools and pretest them, to ensure validity and reliability of the results, and lastly to analyze the data. The preparation of research can be done through various methods; they include mixed, quantitative, and qualitative methods.

Plan for the collection of both the primary and secondary data

The collection of data concerning the company of garden centers is expected to take a total of 30 days. This is inclusive of both the primary and secondary data. The research marketer will start by gathering primary information followed by secondary data. In the first four days, the research assistant is expected to put together different points from focus group discussions after which the testing of products from the company will be done for a period of three days.

As part of the data, collection procedure observation will be done, this will take three days and an additional two days of which the report will be combined. The company will also organize five days for conducting personal interviews with customers who visit the garden centers. The process of collecting secondary data will take ten days. This will include intense research on the issues affecting the company. The remaining five days will be used to arrange the data collected into an organized format that will be easy to use later.

Questionnaire

Purchasing habits of consumers of garden centers company

Administrative Details

Questionnaire ID NO …………………………………..

Name of estate……………………………….

Name of interviewer……………………………………

Name of respondent…………………………………..

Date of interview……………………………………………

Questionnaire checked……………………………..

Date checked…………………………………….

Tick in one box

Have you ever shopped in Garden centers before?
- YES
- NO
If yes, how did you find the prices of the company? Explain……………………………………
Did you enjoy the services offered?
- YES
- NO
How many times in a month do you shop in Garden centers company?
- Once a month
- Twice a month
- More than twice a month
Have you ever lacked any product in garden centers? Explain………………………..
What would you recommend about our products? Explain…………………………….
Which time of the year do you shop most?……………………………….
Does the weather interfere with your shopping patterns? …………………….

A graph of the level of risk in the garden company against the seasons of the year.

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