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Exploratory Research Design:Exploratory Research Design:Secondary DataSecondary Data
Chapter OutlineChapter Outline
1) Overview1) Overview
2) Primary versus Secondary Data2) Primary versus Secondary Data
3) Advantages & Uses of Secondary Data3) Advantages & Uses of Secondary Data
4) Disadvantages of Secondary Data4) Disadvantages of Secondary Data
5) Criteria for Evaluating Secondary Data5) Criteria for Evaluating Secondary Data
i. Specifications: Methodology Used to Collect i. Specifications: Methodology Used to Collect the Datathe Data
ii. Error: Accuracy of the Dataii. Error: Accuracy of the Data
iii. Currency: When the Data were collectediii. Currency: When the Data were collected
iv. Objective(s): The Purpose for Which the iv. Objective(s): The Purpose for Which the Data were CollectedData were Collected
v. Nature: The Content of the Datav. Nature: The Content of the Data
vi. Dependability: Overall, How Dependablevi. Dependability: Overall, How Dependable are the Dataare the Data
6) Classification of Secondary Data6) Classification of Secondary Data
7) Internal Secondary Data7) Internal Secondary Data
8) Published External Secondary Sources8) Published External Secondary Sources
i. General Business Sourcesi. General Business Sources
a. Guidesa. Guides
b. Directoriesb. Directories
c. Indexesc. Indexes
d. Non-governmental Statistical Datad. Non-governmental Statistical Data
ii. Government Sourcesii. Government Sources
a. Census Dataa. Census Data
b. Other Government Publicationsb. Other Government Publications
Census
Data
9) Computerized Databases9) Computerized Databases
i. Classification of Computerized i. Classification of Computerized DatabasesDatabases
ii. Directories of Databasesii. Directories of Databases
10) Syndicate Sources of Secondary Data10) Syndicate Sources of Secondary Data
11) Syndicated Data from Households11) Syndicated Data from Households i. Surveysi. Surveys a. Psychographics & Lifestylesa. Psychographics & Lifestyles b. Advertising Evaluationb. Advertising Evaluation c. General Surveysc. General Surveys
d. Uses of Surveysd. Uses of Surveys e. Advantages & Disadvantages of Surveyse. Advantages & Disadvantages of Surveys
ii. Diary Panelsii. Diary Panels a. Diary Purchase Panelsa. Diary Purchase Panels b. Diary Media Panelsb. Diary Media Panels c. Uses of Dairy Panelsc. Uses of Dairy Panels
d. Advantages & Disadvantages of Dairy Panelsd. Advantages & Disadvantages of Dairy Panels iii. Electronic Scanner Servicesiii. Electronic Scanner Services a. Volume Tracking Dataa. Volume Tracking Data b. Scanner Diary Panelsb. Scanner Diary Panels c. Scanner Diary Panels with Cable TVc. Scanner Diary Panels with Cable TV d. Uses of Scanner Servicesd. Uses of Scanner Services
e. Advantages & Disadvantagese. Advantages & Disadvantages
12) Syndicated Data from Institutions12) Syndicated Data from Institutions
i. Retailers & Wholesalersi. Retailers & Wholesalers
a. Uses of Audit Dataa. Uses of Audit Data
b. Advantages & Disadvantages of Audit Datab. Advantages & Disadvantages of Audit Data
ii. Industry Servicesii. Industry Services
a. Uses of Industry Servicesa. Uses of Industry Services
b. Advantages & Disadvantages of Industry b. Advantages & Disadvantages of Industry
ServicesServices
13) Combining Information from Different 13) Combining Information from Different Sources: Single-Source DataSources: Single-Source Data
14) Applications of Secondary Data14) Applications of Secondary Data
i. Computer Mappingi. Computer Mapping
15) International Marketing Research15) International Marketing Research
16) Ethics in Marketing Research16) Ethics in Marketing Research
17) Internet and Computer Applications17) Internet and Computer Applications
18) Focus on Burke18) Focus on Burke
19) Summary19) Summary
20) Key Terms & Concepts20) Key Terms & Concepts
21) Acronyms21) Acronyms
Primary DataPrimary Data Secondary DataSecondary Data
Collection purposeCollection purpose For the problem at handFor the problem at hand For other problemsFor other problemsCollection processCollection process Very involvedVery involved Rapid & easyRapid & easyCollection costCollection cost HighHigh Relatively lowRelatively lowCollection timeCollection time LongLong ShortShort
A Comparison of Primary & A Comparison of Primary & Secondary DataSecondary Data
Table 4.1Table 4.1
CriteriaCriteria Issues Issues Remarks Remarks
Specifications & methodology
Error & Accuracy
Currency
Objective
Nature
Dependability
Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, field work.Examine errors in approach,research design, sampling,datacollection & analysis, & reporting.Time lag between collection &publication, frequency of updates.Why were the data collected?
Definition of key variables, units of measurement, categories used, relationships examined.Expertise, credibility, reputation, & trustworthiness of the source.
Data should be reliable, valid, & generalizable to the problem.
Assess accuracy by comparing data from different sources.Census data are updated by syndicated firms.The objective determines the relevance of data.Reconfigure the data to increase their usefulness.
Data should be obtained from an original source.
Table 4.2Table 4.2 Criteria for Evaluating Secondary DataCriteria for Evaluating Secondary Data
A Classification of Secondary DataA Classification of Secondary Data
Secondary Data
Internal External
Ready to Use
Requires further processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig. 4.1Fig. 4.1
Type of Individual/Household Level Data Type of Individual/Household Level Data Available from Syndicated FirmsAvailable from Syndicated Firms
RIP 4.1RIP 4.1
I.I. Demographic Data
- Identification (Name, address, 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
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.
StatisticalData
Published Secondary Data
General Business Sources
Government Sources
Guides Directories Indexes Census Data
Other Government Publications
A Classification of Published A Classification of Published Secondary Sources Secondary Sources
Fig. 4.2Fig. 4.2
American Business Information: Here, American Business Information: Here, There, and EverywhereThere, and Everywhere
RIP 4.2RIP 4.2
American Business Information Inc. markets subsets of its data in a number of forms, including the professional on-line 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 110 million residential listings and 11 million business listings. ABI also assigns credit scores to company listings. The ABI database most business researchers are familiar with are the American Business Directory and the Canadian Business Directory.
Bibliographic Databases
Computerized Databases
On-Line Off-Line
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose Databases
A Classification of A Classification of Computerized DatabasesComputerized Databases
Fig. 4.3Fig. 4.3
Internet
Unit of Measurement
A Classification of Syndicated ServicesA Classification of Syndicated ServicesFig. 4.4Fig. 4.4
Households/Consumers
Institutions
Syndicated Services: ConsumersSyndicated Services: ConsumersFig. 4.4 Contd.Fig. 4.4 Contd.
Households / Consumers
Surveys
Mail Diary Panels
Electronic scanner servicesPurchase Media
Psychographic& Lifestyles General Advertising
Evaluation
Volume Tracking Data
Scanner Diary Panels
Scanner Diary Panels with Cable TV
Syndicated Services: InstitutionsSyndicated Services: InstitutionsInstitutions
Retailers Wholesalers Industrial firms
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig. 4.4 Contd.Fig. 4.4 Contd.
Type Characteristics Advantages Disadvantages UsesSurveys Surveys conducted
at regular intervalsMost flexible way ofobtaining data;information onunderlying motives
Interviewer errors;respondent errors
Marketsegmentation,advertising themeselection andadvertisingeffectiveness
DiaryPurchasePanels
Households providespecific informationregularly over anextended period oftime; respondentasked to recordspecific behaviors asthey occur
Recorded purchasebehavior can belinked to thedemographic /psychographiccharacteristics
Lack ofrepresentativeness;response bias;maturation
Forecasting sales,market share andtrends; establishingconsumer profiles,brand loyalty andswitching;evaluating testmarkets, advertising,and distribution
DiaryMediaPanels
Electronic devicesautomaticallyrecording behavior,supplemented by adiary
Same as diarypurchase panel
Same as diarypurchase panel
Establishingadvertising rates;selecting mediaprogram or air time;establishing viewerprofiles
Table 4.3Table 4.3 Overview of Syndicated ServicesOverview of Syndicated Services
Type Characteristics Advantages Disadvantages UsesScannerVolumeTrackingData
Householdpurchases arerecorded throughelectronic scannersin supermarkets
Data reflects actualpurchases; timelydata, less expensive
Data may not berepresentative;errors in recordingpurchases; difficultto link purchases toelements ofmarketing mix otherthan price
Price tracking,modeling,effectiveness of in-store promotions
ScannerDiaryPanelswith CableTV
Scanner panels ofhouseholds thatsubscribe to cableTV
Data reflect actualpurchases; samplecontrol; ability tolink panel data tohouseholdcharacteristics
Data may not berepresentative;quality of datalimited
Promotional mixanalyses, copytesting, new producttesting, positioning
Auditservices
Verification ofproduct movementby examiningphysical records orperforminginventory analysis
Relatively preciseinformation at theretail and wholesalelevels
Coverage may beincomplete;matching of data oncompetitive activitymay be difficult
Measurement ofconsumer sales andmarket share,competitive activity,analyzingdistribution patterns:tracking of newproducts
IndustrialProductSyndicatedServices
Data banks onindustrialestablishmentscreated throughdirect inquiries ofcompanies, clippingservices, andcorporate reports
Important source ofinformation onindustrial firms,particularly useful ininitial phases of theprojects
Data are lacking interms of content,quantity, and quality
Determining marketpotential bygeographic area,defining salesterritories, allocatingadvertising budget
Table 4.3 ContdTable 4.3 Contd..
The New York Times on the Web: A The New York Times on the Web: A New Way to Target ConsumersNew Way to Target Consumers
RIP 4.3RIP 4.3
The New York Times Electronic Media Company offers The New York Times on the Web database information to advertisers in a manner that enables firms to leverage the site’s 2 million registrants. 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.
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..
International Organizations
Domestic Organizations in the United States
International Secondary Data
International Organizations in the United States
Organizations in Foreign Countries
Government Sources
Nongovernment Sources Governments
Trade Associations
A Classification of International A Classification of International SourcesSources
Fig. 4.5Fig. 4.5