• Marko Sarstedt
  • Erik Mooi
Part of the Springer Texts in Business and Economics book series (STBE)


In market research, data is critical. Testing, measuring, improving, or creating new goods and services are difficult, or even impossible, without product and customer data. We discuss the different types of data, how they are constructed, and their attributes. We subsequently discuss the advantages and disadvantages of primary and secondary data and what each type allows you to do. We show you how to assess data’s validity and reliability, and discuss the implications that measurement errors can have for your data’s quality. We conclude with a discussion of important concepts, such as population, probability and non-probability sampling, and the relevance of sample size for market research.


Brand Trust Qualitative Data Coding Drawing Representative Samples Concept Lattice Consumer Expenditure Survey 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  5. Marketing Scales Database at
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  9. Revilla, M., & Ochoa, C. (2018). Alternative methods for selecting web survey samples. International Journal of Maret Research, 60(4), 352-265.Google Scholar

Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2019

Authors and Affiliations

  • Marko Sarstedt
    • 1
  • Erik Mooi
    • 2
  1. 1.Faculty of Economics and ManagementOtto-von-Guericke- University MagdeburgMagdeburgGermany
  2. 2.Department of Management and MarketingThe University of MelbourneParkville, VICAustralia

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