Chapter4.ppt 290KB Mar 12 2002 05:30:18 AM

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Exploratory Research Design:

Secondary Data

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Chapter Outline

1) Overview

2) Primary versus Secondary Data

3) Advantages & Uses of Secondary Data

4) Disadvantages of Secondary Data

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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

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6) Classification of Secondary Data

7) Internal Secondary Data

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 Data

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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

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11) 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

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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

ii. Industry Servicesii. Industry Services

a. Uses of Industry Services

b. Advantages & Disadvantages of Industry

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13) Combining Information from Different

Sources: Single-Source Data

14) Applications of Secondary Data

i. Computer Mappingi. Computer Mapping

15) International Marketing Research

16) Ethics in Marketing Research

17) Internet and Computer Applications

18) Focus on Burke

19) Summary

20) Key Terms & Concepts

21) Acronyms

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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 &

Secondary Data

Table 4.1 Table 4.1

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Criteria

Criteria 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,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

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A Classification of Secondary Data

Secondary Data

Internal External

Ready to Use

Requires further processing

Published Materials

Computerized Databases

Syndicated Services

Fig. 4.1

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Type of Individual/Household Level Data

Available from Syndicated Firms

RIP 4.1 RIP 4.1

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

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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.

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Statistical Data Published Secondary Data General Business

Sources

Government Sources

Guides _{Directories Indexes} Census Data

Other

Government Publications

A Classification of Published

Secondary Sources

Fig. 4.2

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American Business Information: Here,

There, and Everywhere

RIP 4.2 RIP 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.

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Bibliographic Databases

Computerized Databases

On-Line Off-Line

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose Databases

A Classification of

Computerized Databases

Fig. 4.3

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Unit of Measurement

A Classification of Syndicated Services

Fig. 4.4

Households/ Consumers

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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

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Syndicated Services: Institutions

Institutions

Retailers Wholesalers Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig. 4.4 Contd. Fig. 4.4 Contd.

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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 Diary 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 Forecasting sales, market share and trends; establishing consumer profiles, brand loyalty and switching; evaluating test markets, advertising, and distribution Diary Media Panels Electronic devices automatically recording behavior, supplemented by a diary

Same as diary purchase panel

Establishing advertising rates; selecting media program or air time; establishing viewer profiles

Table 4.3

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Type Characteristics Advantages Disadvantages Uses Scanner Volume Tracking Data Household purchases are recorded through electronic scanners in supermarkets

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 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

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 potential by geographic area, defining sales territories, allocating advertising budget

Table 4.3 Contd Table 4.3 Contd._.

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The New York Times on the Web: A

New Way to Target Consumers

RIP 4.3 RIP 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.

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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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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

Sources

Fig. 4.5 Fig. 4.5

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Syndicated Services: Institutions

Institutions

Retailers

Wholesalers

Industrial firms

Audits

Direct

Inquiries

Clipping

Services

Corporate

Reports

Fig. 4.4 Contd.

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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

Diary

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

Forecasting sales,

market share and

trends; establishing

consumer profiles,

brand loyalty and

switching;

evaluating test

markets, advertising,

and distribution

Diary

Media

Panels

Electronic devices

automatically

recording behavior,

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

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Type

Characteristics Advantages

Disadvantages

Uses

Scanner Volume Tracking Data Household purchases are recorded through electronic scanners in supermarkets

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 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

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 potential by geographic area, defining sales territories, allocating advertising budget