Data Types and Sources

Secondary sources of data

• Internal — income statement, balance sheet, reports from previous research…
• State and public publications — statistical annuals (e.g. ČSÚ, Eurostat), research and survey reports
• Magazines and books — journals and publications
• Commercial sources — rating agencies, company databases (e.g. Bisnode)

Primary sources of data

• Survey — open-ended and closed-ended questions
• Experiment and observation

Quantitative primary research

Statistical data from a larger sample — less detailed than qualitative research. Common methods: observations (collecting data by observing people, their behaviour and situations), questionnaires, and experimental research (collecting data from selected respondent groups surveyed under different, controlled conditions).

Qualitative primary research

Identifying customer needs, motivations, attitudes and behavioural characteristics — usually on a smaller sample, but with deeper, more detailed information. Common methods: in-depth interviews, group discussions (focus groups), and projective techniques (e.g. completing a sentence).