The marketer can get everything from one source for analysis. Much of the sales information is drawn from the scanner data collected by store checkout devices. Secondary data on markets, customers, dealers, and competitors can come from U.S. government sources. The Bureau of the Census provides an array of statistics about area population. State and local government agencies can provide details about economic conditions.
Primary data are facts, figures, or details gathered for a specific marketing research study.
Collect Primary Data 1. After defining the problem, reviewing data sources, and designing the research, it is time to collect the primary data. Sample design a. Research has to focus on the right group of people, places, or things. The population is the total group that might be included in a particular study. A sample is a segment of the total population selected to represent the whole.