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Primary Data Sources

Marketing
Survey Interview Observation Experiment Questionnaire
Campaign

Let us study each source.

Source Description Example

Obtaining information from a population via An organisation conducts an online survey to
phone, mail, questionnaires, or online forms. gather employees’ opinion on job satisfaction.
Survey
Useful for determining opinions, behaviours,
and demographics.

To obtain information, engage in direct Company conducts interviews with customers
connection with individuals or organisations. to gather feedback on products, understand
Interview
It might be structured, semi-structured, or customer needs, and identify market trends.
unstructured.

Observing and recording behaviour or Observing consumer behaviour in stores
events as they occur. Frequently employed or public places to gather insights on users’
Observation
in ethnographic studies, or when direct habits, preferences, and product usage.
interaction is not feasible.

Manipulating factors to see how they affect Testing the efficiency of different advertising
Experiment outcomes. Used to determine cause-and- techniques on a group of people.
effect relationships.

Using customer data to forecast behaviour A company personalises email marketing
Marketing Campaign
and improve advertising performance. initiatives based on previous client purchases.
A specialised tool used in surveys – is a collection For patient surveys to assess satisfaction, and
of questions meant to gather information treatment outcomes. A questionnaire may ask
Questionnaire from respondents. Can collect quantitative respondents to assess their happiness on a
(numerical) or qualitative (descriptive) data. scale of 1 to 5 while also providing open-ended
feedback.

Secondary Data Source
Secondary data sources provide information that has been gathered, processed, and published by someone else. This
data can be obtained from a variety of sources, including research articles, books, reports, and internet databases, and
is commonly utilised in research, analysis, and decision-making. Using secondary data sources might save time and
resources because the data has already been collected and processed, but it is critical to assess the data’s reliability and
relevance to ensure it meets the research or analytical requirements.
Secondary data can be collected through the following methods:

Method Description Example

Collecting information from social media Analysing social media sentiment to
Social Media Data sites such as user postings, comments, and understand audience reception of a new film
Tracking
interactions. release.

Basic Concepts of Artificial Intelligence 23