marketing research module 2 secondary data

8/14/2019 Marketing Research Module 2 Secondary Data

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4-1 2007 Prentice Hall

Cha pter F our

Exploratory Research Design:

Secondary Data


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Cha pter Ou tl ine1) Overview

2) Primary Versus Secondary Data

3) Advantages & Uses of Secondary Data4) Disadvantages of Secondary Data


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Cha pter Ou tl ine1) Criteria for Evaluating Secondary Data

i. Specifications: Methodology Used toCollect the Data

ii. Error: Accuracy of the Data

iii. Currency: When the Data Were Collected

iv. Objective(s): The Purpose for Which the

Data Were Collectedv. Nature: The Content of the Data

vi. Dependability: Overall, How Dependableare the Data


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Cha pterOutl ine1) Classification of Secondary Data

2) Internal Secondary Data

3) Published External Secondary Sources

i. General Business Sources

a. Guides

b. Directories

c. Indexesd. Non-governmental Statistical Data


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Ch apter O utl ineCensu

s

Data

i. Government Sources

a. Census Data

b. Other Government Publications

1) Computerized Databases

i. Classification of Computerized

Databasesii. Directories of Databases

2) Syndicate Sources of Secondary Data


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a pterOutl ine11) Syndicated Data from Households

i. Surveys

a. Psychographics & Lifestyles

b. Advertising Evaluation

c. General Surveysd. Uses of Surveys

e. Advantages & Disadvantages of Surveys

ii. Panels

a. Purchase Panelsb. Media Panels

c. Uses of Panels

d. Advantages & Disadvantages of Panels


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Cha pterOutl ine1) Electronic Scanner Services

i. Volume Tracking Data

a. Scanner Diary Panels

b. Scanner Diary Panels with Cable TVc. Uses of Scanner Services

d. Advantages & Disadvantages

2) Syndicated Data from Institutions

i. Retailers & Wholesalers

a. Uses of Audit Data

b. Advantages & Disadvantages of Audit Data



Ch apter O utl inei. Industry Services

a. Uses of Industry Services

b. Advantages & Disadvantages of

Industry Services

1) Combining Information from DifferentSources: Single-Source Data

2) Applications of Secondary Data

i. Computer Mapping



Cha pter Ou tl ine1) International Marketing Research

2) Ethics in Marketing Research

3) Summary



Pr imary Vs. S econda ryData Pr imar y dat a are originated by a researcher

for the specific purpose of addressing theproblem at hand. The collection of primary datainvolves all six steps of the marketing researchprocess (Chapter 1).

Seco nda ry da ta are data that have alreadybeen collected for purposes other than theproblem at hand. These data can be locatedquickly and inexpensively.



A Co mpar is on of P rim ary &Se condary Da taPrimary Dat a Secon dary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid & easyCollection cost High Relatively lowCollection time Long Short

Table 4.1



Uses of S econda ryData Identify the problem

Better define the problem

Develop an approach to the problem

Formulate an appropriate research design (for example,by identifying the key variables)

Answer certain research questions and test somehypotheses

Interpret primary data more insightfully



Speci ficatio ns : Methodology Used to Collect the Data Err or: Accuracy of the Data Currency : When the Data Were Collected Object iv e( s) : The Purpose for Which the Data Were

Collected

Nature: The Content of the Data Depe nda bi li ty: Overall, How Dependable Are the

Data

Criteri a for E valua ti ngSeconda ry D ata



ri teri a or Eva ua ti ng ec on a ryDataCrit er ia Issues Re ma rk sSpecifications& Methodology

Erro r &Acc urac y

Currenc yOb jec tiveNat ure

Dependability

Dat a co llec tion met hod, resp ons erat e, quali ty & a nal ys is of dat a,sam pling tec hniq ue & si ze,quest ionnair e desi gn, fi eld work .Ex am ine e rrors i n approac h,resea rch d es ign, sa mp ling , d at aco llection & a nal ysi s, & rep or ting .Time lag b etween col lect ion &pub licat ion, freq ue nc y of up dates.Why were the dat a col lect ed?Defi nit ion of key vari ab les , uni ts ofmeasurem ent , cat eg ori es used ,rel at io nshi ps ex amined .Ex pert ise, cred ibil ity, rep ut ati on,and trust wo rt hi nes s of the sourc e.

Dat a shoul d be reli ab le,val id, & general izable tothe problem.Asse ss acc uracy bycompari ng data fromdiff erent sourc es.Cen sus data are updatedby sy nd ic at ed fi rms.The object ive det erm inesthe rel evanc e of dat a.Reco nfi gure t he d ata t oincrease thei ruseful ness.Dat a shoul d be obtai ne dfr om an ori ginal source.

Table 4.2



ass ca on o ec on ar yData

Secondary Data

Ready toUse

RequiresFurther

Processing

PublishedMaterials

ComputerizedDatabases

SyndicatedServices

Fig. 4.1

Internal External



Inte rn al Se co ndar yDataDepartment Store ProjectSales were analyzed to obtain: Sales by product line Sales by major department (e.g., men's

wear, house wares) Sales by specific stores Sales by geographical region Sales by cash versus credit purchases

Sales in specific time periods Sales by size of purchase Sales trends in many of these

classifications were also examined



DataAvaila ble fro m Syn di cat ed F irm sI. Demographic Data

- Identification (name, address, email,telephone)

- Sex

- Marital status

- Names of family members- Age (including ages of family members)

- Income

- Occupation

- Number of children present

- Home ownership

- Length of residence

- Number and make of cars owned



Typ e of Ind iv idu al/ Hous ehol d Lev el DataAva ila bl e f rom Syndi cat ed FirmsII. Psychographic Lifestyle Data

- Interest in golf

- Interest in snow skiing

- Interest in book reading

- Interest in running

- Interest in bicycling

- Interest in pets

- Interest in fishing- Interest in electronics

- Interest in cable television

There are also firms such as Dun & Bradstreet and American

Business Information which collect demographic data on businesses.



A C lassi f ication o f Publi sh edSeconda ry S ou rc es

StatisticalData

Guides Directories Indexes CensusData

OtherGovernmentPublications

Fig. 4.2

Published SecondaryData

General BusinessSources

GovernmentSources



Info USA: : Here , The re ,Ever yw her eInfoUSA (www.infousa.com) markets subsets of its data ina number of forms, including the professional online

services (LEXIS-NEXIS and DIALOG), the general online

services (CompuServe and Microsoft Network), the Internet

(look-ups), and on CD-ROM. The underlying database onwhich all these products are based contains information on

115 million residential listings and 14 million business

listings, as of 2005. These are verified with over 17 million

phone calls annually. The products derived from thesedatabases include sales leads, mailing lists, business

directories, mapping products, and also delivery of data on

the Internet.



A C lassi f ication o f Com put eri zedDatabases

BibliographicDatabases

NumericDatabases

Full-TextDatabases

DirectoryDatabases

Special-Purpose

Databases

Fig. 4.3

ComputerizedDatabases

Online Off-LineInternet



Publ ishe d Ex tern alSeconda ry S ou rc esGuide s An excellent source of standard or recurring information Helpful in identifying other important sources of directories,

trade associations, and trade publications One of the first sources a researcher should consult

Dir ectorie s Helpful for identifying individuals or organizations that collect

specific data Examples: Consultants and Consulting Organizations

Directory, Encyclopedia of Associations, FINDEX: The

Directory of Market Research Reports, Studies and Surveys,and Research Services Directory

Indices Helpful in locating information on a particular topic in several

different publications


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Classi f ication o f C omput eri zedDatabases Bibliographic databases are composed of

citations to articles

Numer ic da ta ba ses contain numerical andstatistical information Full-text databases contain the complete text

of the source documents comprising the database

Dir ect ory dat aba ses provide information onindividuals, organizations, and services

Spe cial -pu rpose d ata ba ses providespecialized information


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Sy ndi cate d Se rvices Companies that collect and sell common pools of data

of known commercial value designed to serve anumber of clients

Syndicated sources can be classified based on the unitof measurement (households/consumers orinstitutions)

Household/consumer data may be obtained from

surveys, diary panels, or electronic scanner services

Institutional data may be obtained from retailers,wholesalers, or industrial firms


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A Cl assif icat ion o fSyndi cate d Se rvicesUnit of

Measurement

Fig. 4.4

Households/Consumers

Institutions


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Syndi cated S erv ices: I nst itut ion s

Audits

DirectInquiries

ClippingServices

CorporateReports

Fig. 4.4 cont.

Institutions

Retailers Wholesalers Industrial firms


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Ov er vie w o f S yn di cated S erv icesTable 4.3

Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at

regular intervals

Most flexible way of

obtaining data;

information on

underlying motives

Interviewer errors;

respondent errors

Market

segmentation,

advertising theme

selection and

advertising

effectiveness

PurchasePanels

Households providespecific information

regularly over an

extended period of

time; respondent

asked to record

specific behaviors as

they occur

Recorded purchasebehavior can be

linked to the

demographic/

psychographic

characteristics

Lack ofrepresentativeness;

response bias;

maturation

Forecasting sales,market share and

trends; establishing

consumer profiles,

brand loyalty and

switching; evaluating

test markets,

advertising, anddistribution

Media Panels Electronic devices

automatically

recording behavior,

supplemented by a

diary

Same as purchase

panel

Same as purchase

panel

Establishing

advertising rates;

selecting media

program or air time;

establishing viewer

rofiles


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Serv ice sTable 4.3 cont.

Scanner Diary Panels

with Cable TV

Scanner panels of

households that

subscribe to cable TV

Data reflect actual

purchases; sample

control; ability to link

panel data to household

characteristics

Data may not be

representative; quality

of data limited

Promotional mix

analyses, copy testing,

new product testing,

positioning

Audit services Verification of

product movement by

examining physicalrecords or performing

inventory analysis

Relatively precise

information at the

retail and wholesalelevels

Coverage may be

incomplete; matching

of data on competitiveactivity may be

difficult

Measurement of

consumer sales and

market share,competitive activity,

analyzing distribution

patterns: tracking of

new roducts

Industrial Product

Syndicated Services

Data banks on

industrialestablishments created

through direct inquiries

of companies, clipping

services, and corporate

reports

Important source of

information onindustrial firms,

particularly useful in

initial phases of the

projects

Data are lacking in

terms of content,quantity, and quality

Determining market

potential by geographicarea, defining sales

territories, allocating

advertising budget


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Singl e-S ource Da taSin gle -so urce da ta provide integrated information

on

household variables, including media consumption and

purchases, and marketing variables, such as product

sales, price, advertising, promotion, and in-storemarketing effort

Recruit a test panel of households and meter each

home's TV sets Survey households periodically on what they read Grocery purchases are tracked by UPC scanners Track retail data, such as sales, advertising, and

promotion


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The N YT on t he Web: A Ne w Wa yTo Ta rget C usto me rsTo handle alternate forms of interaction and updates,The New York Times created a separate unit, The New York Times Electronic Media Co. The New York Times onthe Web (www.nytimes.com) has drawn over 11.4 million

national unique users as of October 2005. The databasecontains demographic information, such as age, gender,income, and zip code, that ties to an e-mail address foreach of the members. This new database marketing system

can identify and customize user groups, target Webmessages to specific segments of the population, and adjustthe message based on audience reaction. It can alsoincrease targeting opportunities through third-party data oradditional information supplied by the user.


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For example, the database enables an automobile firm to

emphasize safety to older customers, luxury to affluentones, and roominess to families. The system is set up so

that near real-time data can be received from the Web that

indicates how well ads are performing relative to age,

gender, and income characteristics. Thus, this systemallows a firm to maintain up-to-date information on

audiences in order to position its products effectively..

Th e NYT o n th e Web: A NewWayTo Tar get Cu sto mer s


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A C lassi f icat ion o f I nt erna tion alSources

InternationalOrganizations

GovernmentSources

NongovernmentSources

GovernmentsTrade

Associations

Fig. 4.5

DomesticOrganizations inthe United States

InternationalOrganizations inthe United States

Organizations inForeign Countries

International Secondary Data

marketing research module 2 secondary data

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