Marketing Research Unit 2
Marketing Research Unit 2
Marketing Research Unit 2
DATA TYPES
In marketing research, various data types are used to gather insights into consumer behavior, market trends, and
competitive landscapes. These data types include:
1. *Demographic Data*: Information related to the characteristics of individuals, such as age, gender, income,
education level, occupation, and household size. Demographic data helps marketers understand the composition of
target markets and tailor their strategies accordingly.
2. *Psychographic Data*: Data that describes consumers' lifestyles, values, interests, opinions, and personality
traits. Psychographic data provides insights into consumers' motivations, preferences, and purchase decision-
making processes.
3. *Behavioral Data*: Information about consumers' past behaviors, purchase history, brand loyalty, usage patterns,
and interactions with products or services. Behavioral data helps marketers identify trends, predict future actions,
and personalize marketing messages.
4. *Attitudinal Data*: Data that captures consumers' attitudes, perceptions, and sentiment towards brands,
products, or marketing campaigns. Attitudinal data provides insights into brand perception, customer satisfaction,
and areas for improvement.
5. *Geographic Data*: Data related to consumers' geographical location, such as region, city, neighborhood, and
proximity to stores or distribution channels. Geographic data helps marketers target specific geographic areas,
assess market potential, and localize marketing efforts.
6. *Transactional Data*: Data generated from consumers' purchasing activities, including transaction records, sales
receipts, and order history. Transactional data provides insights into buying patterns, product preferences, and
customer lifetime value.
7. *Social Media Data*: Data collected from social media platforms, including user-generated content, engagement
metrics, sentiment analysis, and social network connections. Social media data offers real-time insights into
consumer conversations, brand mentions, and market trends.
8. *Web Analytics Data*: Data collected from website traffic, including page views, click-through rates, conversion
rates, and bounce rates. Web analytics data helps marketers optimize website performance, improve user
experience, and track the effectiveness of online marketing campaigns.
By utilizing these different types of data, marketers can gain a comprehensive understanding of their target
audience, market dynamics, and competitive landscape, enabling them to make data-driven decisions and develop
effective marketing strategies.