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Raw data Definition

Information that has not been organized, formatted, or analyzed.

Raw data refers to unprocessed, original data collected directly from respondents or data sources. It includes responses, observations or metrics that have not yet been cleaned, coded or analyzed.

Who relies on raw data in market research?

Data analysts, researchers, statisticians, quality assurance teams and research vendors rely on raw data to perform data validation, cleaning and in-depth analysis.

What are the key aspects of raw data in market research?

• Collected directly from surveys, interviews, sensors or databases.
• Unstructured or semi-structured.
• May include errors, missing values or inconsistencies.
• Requires cleaning and processing.
• Forms the foundation for analysis and insights.

Why is raw data important in market research?

Raw data is the starting point for all analysis. Access to it ensures transparency, allows for custom analysis and enables researchers to verify accuracy and integrity before drawing conclusions.

How do market researchers use raw data?

Researchers clean, code and organize raw data to prepare it for analysis. They use it to run statistical tests, segment audiences, create data visualizations and generate insights that inform strategy and decision-making.