Raw data in market research

Often called primary data, raw data is the term used in a research study that describes data that hasn’t been analysed or transformed in any way and is collected directly from a source. Once the researcher has begun to analyse or affect the information in any way, it can’t be classed as raw data for this particular study; however, a different researcher of a separate study may consider it to be so for their own research.

Raw data is the easiest form to store data in, however, for it to become useful it must be cleaned (disregard the anomalies) and made easier to understand. Most researchers will use software to show patterns in the data that can’t be seen by simply looking at it. This will speed up the process of analysis and make it easier for the researcher.

Different research studies will have a varying range of raw data depending on the study being performed. Some may have results that have no real relevance to the study, involving questions that are there as to reduce the chance of participant bias. There may also be instances where the respondent doesn’t fully understand the question or has selected the wrong box. These instances would all involve different levels of cleaning and clearing out the anomalous results or the results that aren’t relevant to the research question being asked.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.