Cha pter F our Exploratory Research Design: Secondary Data
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Cha pter Ou tl ine 1)
Overview
2)
Primary Versus Secondary Data
3)
Advantages & Uses of Secondary Data
4)
Disadvantages of Secondary Data
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Cha pter Ou tl ine Criteria for Evaluating Secondary Data
1)
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i.
Specifications: Methodology Used to Collect 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 Collected
v.
Nature: The Content of the Data
vi.
Dependability: Overall, How Dependable are the Data 4-3
Cha pter Outl ine 1)
Classification of Secondary Data
2)
Internal Secondary Data
3)
Published External Secondary Sources i.
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General Business Sources a.
Guides
b.
Directories
c.
Indexes
d.
Non-governmental Statistical Data
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Ch apter O utl ine Government Sources
i.
a.
Census Data
b.
Other Government Publications
Computerized Databases
1)
2)
Census Data
i.
Classification of Computerized Databases
ii.
Directories of Databases Syndicate Sources of Secondary Data
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Cha pter Outl ine 11) Syndicated Data from Households i. Surveys a. Psychographics & Lifestyles b. Advertising Evaluation c. General Surveys d. Uses of Surveys e. Advantages & Disadvantages of Surveys ii. Panels a. Purchase Panels b. Media Panels c. Uses of Panels d. Advantages & Disadvantages of Panels © 2007 Prentice Hall
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Cha pter Outl ine Electronic Scanner Services
1) i.
a.
Scanner Diary Panels
b.
Scanner Diary Panels with Cable TV
c.
Uses of Scanner Services
d.
Advantages & Disadvantages
Syndicated Data from Institutions
2) i.
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Volume Tracking Data
Retailers & Wholesalers a.
Uses of Audit Data
b.
Advantages & Disadvantages of Audit Data 4-7
Ch apter O utl ine Industry Services
i.
a.
Uses of Industry Services
b.
Advantages & Disadvantages of Industry Services
1)
Combining Information from Different Sources: Single-Source Data
2)
Applications of Secondary Data i.
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Computer Mapping
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Cha pter Ou tl ine
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1)
International Marketing Research
2)
Ethics in Marketing Research
3)
Summary
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Pr imary Vs. S econda ry Data
Pr imar y dat a are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1).
Seco nda ry da ta are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.
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A Co mpar is on of P rim ary & Se condary Da ta Table 4.1
Primary Dat a Collection Collection Collection Collection
purpose process cost time
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For the problem at hand Very involved High Long
Secon dary D ata For other problems Rapid & easy Relatively low Short
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Uses of S econda ry Data
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 some hypotheses
Interpret primary data more insightfully
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Criteri a for E valua ti ng Seconda ry D ata
Speci ficatio ns : Methodology Used to Collect the Data
Err or: Accuracy of the Data
Cu rren cy : When the Data Were Collected
Object iv e( s) : The Purpose for Which the Data Were Collected
Natu re: The Content of the Data
Depe nda bi li ty: Overall, How Dependable Are the Data
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Cri teri a for Eva lua ti ng Sec onda ry Dat a Table 4.2 Crit er ia
Issues
Dat a co llec tion met hod, resp ons e Sp ec if ic at ions & Metho dol ogy rat 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 ap proac h, Erro r & resea rch d es ign, sa mp ling , d at a Acc urac y co llection & a nal ysi s, & rep or ting . Currenc y Ob jec tive Nat ure Dep end ab ility
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Re ma rk s Dat a shoul d be reli ab le, val id, & general izab le to the pro blem. Asse ss acc uracy by co mpari ng dat a fro m diff erent sourc es.
Cen sus dat a are up dat ed by sy nd ic at ed fi rms. The object ive det erm ines the rel evanc e of dat a. Defi nit ion of key vari ab les , uni ts of Reco nfi gure t he d ata t o increase thei r measurem ent , cat eg ori es used , useful ness. 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 so urc e. Dat a shoul d be obtai ne d fr om an ori ginal so urce. Time lag b et ween col lect ion & pub lic at ion, freq ue nc y of up dat es. Why were the dat a col lect ed ?
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A Class ifi ca ti on of Sec ondar y Data Fig. 4.1
Secondary Data
Internal
Ready to Use
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Requires Further Processing
External
Published Materials
Computerized Databases
Syndicated Services
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Inte rn al Se co ndar y Data Department Store Project Sales 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 © 2007 Prentice Hall
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Typ e of In dividual /H ous eho ld Lev el Dat a Availa ble fro m Syn di cat ed F irm s
I. 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 © 2007 Prentice Hall
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Typ e of Ind iv idu al/ Hous ehol d Lev el D ata Ava ila bl e f rom Syndi cat ed Firms II.
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. © 2007 Prentice Hall
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A C lassi fication o f P ubli sh ed Seconda ry S ou rc es Fig. 4.2 Published Secondary Data
Government Sources
General Business Sources
Guides
Directories
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Indexes
Statistical Data
Census Data
Other Government Publications 4-19
Info USA: : Here , The re , Ever yw her e InfoUSA (www.infousa.com) markets subsets of its data in a 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 on which 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 these databases include sales leads, mailing lists, business directories, mapping products, and also delivery of data on the Internet. © 2007 Prentice Hall
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A C lassi fication o f C om put eri zed Da taba ses Fig. 4.3 Computerized Databases
Online
Bibliographic Databases
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Numeric Databases
Internet
Full-Text Databases
Off-Line
Directory Databases
SpecialPurpose Databases 4-21
Publ ishe d Ex tern al Seconda ry S ou rc es Guide 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 In dices Helpful in locating information on a particular topic in several different publications © 2007 Prentice Hall
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Classi fication o f C omput eri zed Da taba se s
Bibl io gr ap hic dat ab as es are composed of citations to articles
Numer ic da ta ba ses contain numerical and statistical information
Fu ll- tex t dat aba ses contain the complete text of the source documents comprising the database
Dir ect ory dat aba ses provide information on individuals, organizations, and services
Spe cial -pu rpose d ata ba ses provide specialized 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 a number of clients
Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions)
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 f Syndi cate d Se rvices Fig. 4.4
Households/ Consumers
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Unit of Measurement
Institutions
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Syndi ca ted Se rvi ces: Consu mer s Fig. 4.4 cont.
Households / Consumers
Panels
Purchase
Psychographic & Lifestyles © 2007 Prentice Hall
Media Volume Tracking Data
Surveys
General
Electronic scanner services Scanner Panels
Scanner Panels with Cable TV
Advertising Evaluation 4-26
Syndi cated S erv ices: I nst itut ion s Fig. 4.4 cont. Institutions
Retailers
Wholesalers
Industrial firms
Audits
Direct Inquiries © 2007 Prentice Hall
Clipping Services
Corporate Reports 4-27
Ov er vie w o f S yn di cated S erv ices
Table 4.3 Type
Characteristics Advantages
Surveys
Surveys conducted at Most flexible way of Interviewer errors; regular intervals obtaining data; respondent errors information on underlying motives
Purchase Panels
Households provide specific information regularly over an extended period of time; respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic/ psychographic characteristics
Lack of representativeness; response bias; maturation
Media Panels
Electronic devices automatically recording behavior, supplemented by a diary
Same as purchase panel
Same as purchase panel
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Disadvantages Uses Market segmentation, advertising theme selection and advertising effectiveness Forecasting sales, market share and trends; establishing consumer profiles, brand loyalty and switching; evaluating test markets, advertising, and distribution Establishing advertising rates; selecting media program or air time; establishing viewer profiles 4-28
Serv ice s Table 4.3 cont. Scanner Diary Panels Scanner panels of households that with Cable TV subscribe to cable TV
Data reflect actual Data may not be purchases; sample representative; quality control; ability to link of data limited panel data to household characteristics
Promotional mix analyses, copy testing, new product testing, positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Industrial Product Syndicated Services
Data banks on Important source of industrial information on establishments created industrial firms, through direct inquiries particularly useful in of companies, clipping initial phases of the services, and corporate projects reports
Measurement of consumer sales and market share, competitive activity, analyzing distribution patterns: tracking of new products Determining market potential by geographic area, defining sales territories, allocating advertising budget
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Coverage may be incomplete; matching of data on competitive activity may be difficult Data are lacking in terms of content, quantity, and quality
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Singl e-S ource Da ta Sin 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-store marketing 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 y To Ta rget C usto me rs To 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 on the Web (www.nytimes.com) has drawn over 11.4 million national unique users as of October 2005. The database contains demographic information, such as age, gender, income, and zip code, that ties to an e-mail address for each of the members. This new database marketing system can identify and customize user groups, target Web messages to specific segments of the population, and adjust the message based on audience reaction. It can also increase targeting opportunities through third-party data or additional information supplied by the user. © 2007 Prentice Hall
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Th e NYT o n th e Web: A Way To Tar get Cu sto mer s
New
For example, the database enables an automobile firm to emphasize safety to older customers, luxury to affluent ones, 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 system allows a firm to maintain up-to-date information on audiences in order to position its products effectively.
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A C lassi fication o f I nt erna tion al Sour ce s Fig. 4.5 International Secondary Data
Domestic Organizations in the United States
Government Sources © 2007 Prentice Hall
International Organizations in the United States
Nongovernment Sources
Governments
Organizations in Foreign Countries
International Organizations
Trade Associations 4-33