Exploratory Research Design:
Exploratory Research Design:
Secondary Data
Chapter Outline
Chapter Outline
1) Overview
1) Overview
2) Primary versus Secondary Data
2) Primary versus Secondary Data
3) Advantages & Uses of Secondary Data
3) Advantages & Uses of Secondary Data
4) Disadvantages of Secondary Data
5) Criteria for Evaluating Secondary Data
5) Criteria for Evaluating Secondary Data
i. Specifications: Methodology Used to Collect i. Specifications: Methodology Used to Collect the Data
the 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 Collected
Data 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 Data
6) Classification of Secondary Data
6) Classification of Secondary Data
7) Internal Secondary Data
7) Internal Secondary Data
8) Published External Secondary Sources
8) 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
9) Computerized Databases9) Computerized Databases
i. Classification of Computerized i. Classification of Computerized Databases
Databases
ii. Directories of Databasesii. Directories of Databases
10) Syndicate Sources of Secondary Data
11) Syndicated Data from Households
11) Syndicated Data from Households
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
12) Syndicated Data from Institutions
12) Syndicated Data from Institutions
i. Retailers & Wholesalersi. Retailers & Wholesalers
a. Uses of Audit Data
a. Uses of Audit Data
b. Advantages & Disadvantages of Audit Data
b. Advantages & Disadvantages of Audit Data
ii. Industry Servicesii. Industry Services
a. Uses of Industry Services
a. Uses of Industry Services
b. Advantages & Disadvantages of Industry
b. Advantages & Disadvantages of Industry
13) Combining Information from Different
13) Combining Information from Different
Sources: Single-Source Data
Sources: Single-Source Data
14) Applications of Secondary Data
14) Applications of Secondary Data
i. Computer Mappingi. Computer Mapping
15) International Marketing Research
15) International Marketing Research
16) Ethics in Marketing Research
16) Ethics in Marketing Research
17) Internet and Computer Applications
17) Internet and Computer Applications
18) Focus on Burke
18) Focus on Burke
19) Summary
19) Summary
20) Key Terms & Concepts
20) Key Terms & Concepts
21) Acronyms
Primary Data
Primary Data Secondary DataSecondary Data
Collection purpose
Collection purpose For the problem at handFor the problem at hand For other problemsFor other problems Collection process
Collection process Very involvedVery involved Rapid & easyRapid & easy Collection cost
Collection cost HighHigh Relatively lowRelatively low Collection time
Collection time LongLong ShortShort
A Comparison of Primary &
A Comparison of Primary &
Secondary Data
Secondary Data
Criteria
Criteria Issues Issues Remarks Remarks
Specifications & methodology
Data collection method, response rate, quality & analysis of data, sampling technique & size,
questionnaire design, field work.
Examine errors in approach, research design, sampling,data collection & 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 4.2
A Classification of Secondary Data
A Classification of Secondary Data
Secondary Data
Internal External
Ready to Use
Requires further processing
Published Materials
Computerized Databases
Syndicated Services
Fig. 4.1
Type of Individual/Household Level Data
Type of Individual/Household Level Data
Available from Syndicated Firms
Available from Syndicated Firms
RIP 4.1 RIP 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
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
Statistical Data 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. 4.2
American Business Information: Here,
American Business Information: Here,
There, and Everywhere
There, and Everywhere
RIP 4.2 RIP 4.2
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 Databases
Computerized Databases
Fig. 4.3
Fig. 4.3
Unit of Measurement
A Classification of Syndicated Services
A Classification of Syndicated Services
Fig. 4.4
Fig. 4.4
Households/ Consumers
Syndicated Services: Consumers
Syndicated Services: Consumers
Fig. 4.4 Contd. Fig. 4.4 Contd.
Households / Consumers
Surveys
Mail Diary Panels
Electronic scanner services Purchase Media
Psychographic
& Lifestyles General
Advertising Evaluation
Volume Tracking Data
Scanner Diary Panels
Scanner Diary Panels with
Syndicated Services: Institutions
Syndicated Services: Institutions
Institutions
Retailers Wholesalers Industrial firms
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data;
information on underlying motives 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 / market share and trends; establishing consumer profiles, brand loyalty and switching; supplemented by a diary
Same as diary purchase panel
Same as diary purchase panel
Establishing advertising rates; selecting media program or air time; establishing viewer profiles
Table 4.3
Type Characteristics Advantages Disadvantages Uses
Data reflects actual purchases; timely data, less expensive
Data may not be representative; errors in recording purchases; difficult to link purchases to elements of
marketing mix other than price
Price tracking, modeling,
effectiveness of in-store promotions
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
physical records or performing
inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete;
matching of data on competitive activity may be difficult
Measurement of consumer sales and market share,
competitive activity, analyzing
distribution patterns: tracking of new products
Industrial Product Syndicated Services
Data banks on industrial
establishments created through direct inquiries of companies, clipping services, and
corporate reports
Important source of information on industrial firms, particularly useful in initial phases of the projects
Data are lacking in terms of content, quantity, and quality
Determining market
The New York Times on the Web: A
The New York Times on the Web: A
New Way to Target Consumers
New Way to Target Consumers
RIP 4.3 RIP 4.3
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
