¿Dónde buscar FUENTES de INFORMACIÓN de ESTUDIOS de MERCADO?: Primaria, secundaria, interna, externa

Understanding Information Sources in Market Research

Types of Information Sources

• The video introduces the concept of information sources essential for market research, emphasizing the need for data to answer specific questions.

• It distinguishes between primary and secondary information sources, with primary sources being tailored specifically for a particular study.

• Examples of primary sources include questionnaires, interviews with consumers, and observational studies in public spaces or stores.

Secondary Information Sources

• Secondary information consists of pre-existing data collected outside the current study, often used to gain initial insights into relevant issues.

• This type of information may come from various external entities such as consulting firms or databases like those from the European Union.

Characteristics of Secondary Information

• While secondary data is less specific than primary data, it can still provide valuable preliminary insights into consumer behavior and market trends.

• Social media comments and consumer reviews on platforms like Amazon serve as examples of secondary information that can be analyzed for insights.

Internal vs. External Secondary Data

• Secondary information can be categorized as internal (data collected by one's own company) or external (data gathered by third parties).

• Internal secondary data is useful for future studies while external data includes resources from institutions or social media platforms.

Structured vs. Unstructured Data

• Secondary information can also be structured (well-organized datasets like Excel files) or unstructured (raw text from social media comments).

• An example illustrates how user feedback on a website could be structured internal data versus unstructured external feedback from Twitter.

Utilizing External Databases

• The video highlights the availability of extensive databases from organizations like the European Union that offer free access to consumer behavior trends.

Understanding Types of Information

Classification of Secondary Information

• The discussion begins with the organization and structuring of secondary information, highlighting that it often lacks a clear structure. An example is provided regarding a company's profile, which serves as unstructured external secondary information.

• It is noted that internal secondary information can also be unstructured, requiring further processing. This type of data cannot simply be downloaded in an organized format like an Excel sheet.

Qualitative vs Quantitative Data

• The transcript distinguishes between qualitative (non-numeric) and quantitative (numeric) data. Quantitative data is referred to as "hard data," while qualitative data is termed "soft data."

• The terms "hard skills" and "soft skills" are introduced, where hard skills are measurable abilities learned for specific job functions, whereas soft skills relate to social interactions and emotional intelligence.

Interpretation of Data Types