4: Secondary Data and Sources

4-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Assessing Quality of Secondary Data

PurposeAccuracyConsistency

CredibilityMethodologyBias

4-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Nature and Scope of Secondary Data

Internal External

4-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Some Sources of Internal Secondary Data

Sales invoices Sales activity

reportsOnline

registrationsWarranty cardsClickstream DataOnline Analytics

(i.e. Google Analytics)

Customer letters/ comments / e-mailsSocial Media data (“found data”)Warranty cardsPast studiesOther

4-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Store Audits

Examination of how much of a particular product or brand has sold at retailProduct sales in relation to competitionEffectiveness of shelf space/POP displaysSales at various price pointsEffectiveness of POS and non-POS offersSales by store type, location, channel, etc.

4-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Primary Sources of External Data

Published data

Compileddata (fee)

Data availablein online

databases

4-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

External Secondary Data Sources

Government Studies & Reports (i.e. census data)

Business sourcesEditors and Publishers Market GuideSource Book of Demographics and Buying

Power for Every Zip Code in the USAIDS and Gartner Group (technology)Neilsen/IRI (consumer products & media)

4-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

External Secondary Data Sources, cont.

Statistical sources of informationStandard and Poor’s Industrial SurveysAmerican Statistics IndexStatistical Reference Index

Commercial publications and newspapers (WSJ, NYT)

4-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Syndicated Sources

Commercial vendors collect information and sell the reports

80%+ of firms said they purchase and use reportsspend 10 hours per week analyzing this

informationspend an annual average of $15,000 on

syndicated sources

4-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Consumer Panels

BenefitsLower cost than

other methodsRapid availability

and timelinessAccurate reporting

of sensitive purchases

High level of specificity

RisksSampling error (low minority representation)Turnover of panel membersResponse bias – “inbreeding” effects

4-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

NPD Group

4-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008

Neilsen Panels