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3  Panel activity and 

demographic data

Provide competitor comparisons

Give demographic profiling

Avoid   under-  counting  and   over-  counting

Depend on extrapolation from limited sample 

that may not be representative

4  Outcome data, e.g. 

enquiries, customer 

service emails

Record marketing outcomes

Difficulty of integrating data with other methods 

of data collection when collected manually or in 

other information systems

5  Online questionnaires

Customers are 

prompted randomly – 

every nth customer or 

after customer activity 

or by email

Can record customer satisfaction and 

profiles

Relatively cheap to create and analyse

Difficulty of recruiting respondents who 

complete accurately

Sample bias – tend to be advocates or 

disgruntled customers who complete