Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Chapter Three Primary Data or Secondary Data: A Case for the Latter

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Learning Objectives Distinguish between primary and

secondary data. Understand how secondary data fits

into the marketing research process. Demonstrate how secondary data can

be used to solve problems. Identify and list sources of traditional

internal secondary data.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Learning Objectives Demonstrate how to obtain external

sources of secondary data. Identify and list sources of external

secondary data. Assess the availability and use of

syndicated sources of secondary data. Identify and use important Internet

sources of secondary data. Understand the changing focus of

secondary data usage.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Introduction The researcher must decide what

information sources are the most appropriate for providing the necessary data. Does the data already exist? Which primary and secondary data

sources are available for addressing the marketing research questions?

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Introduction Determine the data needs

Determine the data needed to execute the research.

Assess what types of information sources would be most appropriate.

Evaluate existing data availability and quality Can the specific research question be

addressed with existing data? Does the question require new, first hand

data?

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Evaluate the Types and Sources of Data Classification of data is based on

three fundamental dimensions:1. The extent to which the data exists.

2. The degree to which the data have been interpreted.

3. The extent to which it is understood why the data were collected and assembled.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Evaluate the Types and Sources of Data Classification of data typically falls into

two categories: Secondary data

Data that have been previously collected for some research project other than the current situation.

Primary data Data collected explicitly for the research project at

hand. Through a formalised process for a specific, new

problem situation.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Compared to Primary Data, Secondary Data is:

Readily availableCan be more validUsually less expensive

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Secondary Data Research Tasks and the Marketing Research Process

Secondary data can: Save time and costs if appropriately

selected for specific situations. Serve as the starting point for actual

research.Because of this, all potential secondary

data sources should first be considered.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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The Functional Roles of Secondary Data Research

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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The Uses of Secondary Data Monitoring competitive and business intelligence

(82%) Providing functional support for primary research

projects (75%) Managerial presentations (59%) Specific business decisions (57%) Validating internal date and primary date collection

(48%)

Source: US based society of competitive intelligence professionals

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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The Use and Evaluation of Secondary Data SourcesAside from saving time and money

Secondary data should be assessed according to 6 fundamental principles:

1 Purpose

2 Accuracy

3 Consistency

4 Credibility

5 Methodology

6 Bias

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Purpose

Why was the data collected?Are the objectives consistent

with objectives of the current study?

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Accuracy

What was actually measured?Is the data generalisable?What was the sample?How were the measures

developed?When was the data collected?

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Consistency and Credibility

Consistency Are there multiple sources available of

the same data?

Credibility What was the technical competence

service quality, reputation and training and expertise of the organization that gathered the data?

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Methodology and Bias

MethodologyWhat methodology was used?

BiasWas there any bias in the

secondary data?

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Traditional Internal Sources of Secondary Data

Internal information is the logical starting point for the secondary data search.

Sources can include: Sales invoices Accounts receivable reports Quarterly sales reports Sales activity reports Other types such as customer

complaints (see exhibit 3.3) See exhibit 3.2

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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External Sources of Secondary Data

External information is the next logical source in the secondary data search.

Sources can include: Published data External data compiled from outside

sources such as syndicated data. Data contained in online databases.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Detail External Sources of Secondary Data

Planning the external secondary data search entails following the following plan or strategy: The GO-CART approach

Establish goals Develop objectives Define specific information characteristics Outline specific research activities Establish reliability Document using tabulation mechanisms

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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External Sources of Secondary Data

Key sources of external secondary data include: The 2006 ANZSIC codes (see exhibit 3.4) Government documents

Key sources of syndicated secondary data include: Consumer panels Store audits

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Syndicated Data

Data compiled by a contracted marketing research firm according to some standardised procedure and customised and provided to a client for a fee.

Such as market share, ad- effectiveness, sales tracking.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Consumer Panels

Large samples of households that provide specific, detailed data for an extended period of time.

Can track sales, usage, purchasing, etc.

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Single Source Data

A large secondary data base which is collected from a single source, i.e. A single respondent.

The Roy Morgan Research Centre interviews 50,000+ people annually on issues such as demographics, media habits, finance, tourism, etc.

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Add in Roy Morgan Steps to power (a) We interview over 50,000 Australians and large samples in the USA, UK, New

Zealand and Indonesia No Assumptions. No guesses. Just pure hard facts. It's the only way you can be sure that you're targeting your customer.

(b) which gives us Single Source DataThe ultimate data bank. Incredibly versatile, powerful information which even in its raw form yields the path to successful marketing and advertising solutions.

(c) that forms the basis of 14 powerful Roy Morgan Products (MAPS) Our experts have analysed the wealth of information and have created exciting packages which are designed to discover an edge for a range of users - from publishers and advertising agencies to manufacturers, retailers and service industries.

See: http://www.roymorgan.com/products/single-source/single-source_home.cfm

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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Store AuditsACNielsen | Retail Index

Design/Methodology:Continuous monitor of market trends based on audit data inputs. Data can be monthly or bi-monthly.

Marketing Issues Addressed: Market volume and value sales trends, stock position, distribution levels, average prices.

Analyses Delivered:Consumer Sales, Retailer Purchases, Stocks, Distribution (in-stock and OOS), Average Price.

Works With:ScanTrack, M&A, Explorer.

See: http://au.acnielsen.com/products/crs_retailindex.shtml

Copyright 2007 McGraw-Hill Pty LtdPPTs t/a Marketing Research 2e by Hair, Lukas, Bush and OrtinauSlides prepared by Judy Rex

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The Internet as a Source of Secondary Data

Secondary data is now more accessible because of the internet.

www.census.govwww.abs.gov.auThe role of secondary research

will continue to change.