Data Collection and Analysis

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Up until now, all data collected for the Cedrone family has been primary data. primary data is researcher collected via questionnaires, interviews, focus groups, observations, diaries, portfolios, and case studies. Although the most difficult to design, questionnaires are the most popular method of data collection, as with any other data collection method questionnaires come with advantages and disadvantages.

The advantages of using questionnaires are the ability to post, email, or fax them; they can cover a wide array of people; they are inexpensive to develop and use; require no prior agreements, eliminates participant embarrassment; and no interviewer bias. Disadvantages are design; simplistic questions; low response rate; time delay; assumes literacy; incomplete answers; and the participant may review the questionnaire before deciding to participate.

Given that the Cedrone parents would like to know their current customers opinions on the business and whether they think changes should be made questionnaires would be the most effective method for obtaining the information. Questionnaires can be handed out with purchases or they can be mailed to those customers whose addresses are known.

Due to the Cedrone parents’ reluctance to commit to allocating funds for research secondary data will also be collected for comparison purposes. Secondary data is information that has already been compiled by someone else for different purposes and can be internal or external. The secondary data can come from a marketing organization, company reports, or government statistics. When collecting secondary data one must consider the source and geographic location. One must also determine if the data is outdated and if it is comparable to the primary data.

There are many paper-based sources for collecting secondary data such as books, journals, periodicals, indexes, and annual reports. Electronic sources include CD-ROMs, on-line databases, Internet, videos and broadcasts. Government and businesses are also sources for collecting data. Secondary data also has its advantages and disadvantages. Some advantages are less expensive to gather; unobtrusive; allows for covering a wider geographic area; and it does not exhaust good-will by recollecting available data. Disadvantages are the ability of the researcher that compiled the data; poor documentation; confidentiality; and the purchase cost.

Secondary data for the Cedrone’s can be gathered from Main Street Newton’s Economic Development webpage. The webpage has all of the demographic and spending information needed on ethnic populations as well as for the population as a whole:

 

• Population – 28,236
  • White – 25,881
  • Black – 936
  • American Indian and Native Alaskan – 35
  • Asian – 721
  • Hawiian and Pacific Islander – 10
  • Other – 336
  • More – 317
  • Male – 13,803
  • Female – 14,433
• Income – $ 92,397 median
• Household by income, children, size
• Employment by status, class, and occupation
• Transportation by number of vehicles, travel to and from work
• Consumer Expenditures (specialty food store) $ 1,719,251
• Retail Sales (specialty food store) $ 4,613,902

  

Additional secondary data on business patterns in Newton are available from the U.S. Census Bureau. The data is listed by zip code (07860) and industry (retail > supermarkets & other grocery). It can be used to pinpoint area competitors and can be compared to surrounding towns, provinces, and zip codes. Within the town of Newton there are only four (4) establishments in the afore mentioned segment.

Researchers will conduct secondary research first through Main Street Newton’s Economic Development and the U.S. Census Bureau. Main Street Newton’s Economic Development was chosen as a source due to their comprehensive revitalization focus and current statistical analysis. U.S. Census Bureau complements Main Street with its comprehensive business pattern analysis per zip code. Research into Newton, NJ began at the American Marketing Association’s Secondary Data Sources site, which lists twenty reputable secondary marketing research sources.

After completing the secondary research our researchers will then conduct primary research by means of a questionnaire that is being developed. The secondary research lays the groundwork and the primary research helps fill in the gaps. By using both types of market research, the Cedrone family will get a well-rounded view of their market and have the information they need to make their next big business decision.

http://cynthiacutright.wordpress.com/2010/03/12/ethics-in-marketing-research/

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