The Nature of Primary Data

Commercial Survey, Audits, and Panels

Primary Data

• Primary data are data that are collected to help solve a problem or take advantage of an opportunity on which a decision is pending.

Commercial Surveys

• Commercial surveys are conducted by research organizations and fall into three categories:

• Periodic

• Panel

• Shared

Periodic Survey

• These surveys measure the same attitudes, knowledge, and/or behavior using different samples at regular points in time.

• Intervals may range from weekly to annually.

Characteristics of Periodic Surveys

1. Conducted at regular intervals

2. Use new sample each time

3. Focus the same topic

4. Topics ranging from values to media usage and food preparation

5. Allow the analysis of trends over time

6. Conducted by mail, personal interviews, and telephone

7. Face problems of questionnaire design, sampling, and survey method

Panel Surveys

• Panel surveys generally measure differing attitudes, knowledge, and/or behaviors using the same basic set of respondents at either regular or unique time intervals.

• Sometimes called interval surveys.

Characteristics of Panel Surveys

• Use the same samples• Can be on any topic• A continuous panel: a group of individuals

who agree to report on specified behaviors over time

• Interval panel: research firm gathers detailed data on each respondent including demographics and attitudinal and product ownership items.

Shared Surveys

• These surveys are administered by a research firm and are composed of questions submitted by multiple clients.

Characteristics of Shared Surveys

• Omnibus surveys

• Administered by research firms

• Include multiple questions

• Mail, telephone, or personal interviews

• Costs are shared by several clients

Audits

• Audits involve the physical inspection of inventories, sales receipts, shelf facings, prices, and other aspects of the marketing mix to determine sales, market share, relative price, distribution, or other relevant information.

• Store Audits• Product Audits• Retail Distribution Audits

Panels

• A panel is a group of individuals or organizations that have agreed to provide information to a researcher over a period of time.

• Retail Panels

• Consumer Panels– Dairy Panels– Electronic Panels