Air (Lecture 8)

8/8/2019 Air (Lecture 8)

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Exploratory or qualitative research is used to obtain

deep insights into the behavior of few consumers, or

to gain preliminary information about the market

Common exploratory research methods includedepth interviews, projective techniques, and focus

groups

The focus group is the most common method of

conducting qualitative research

The method consists of five simple steps; care must

be taken to implement those steps correctly.


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Exploratory Phase

Search Strategy

Search

Strategy

Discovery/ Analysis

Secondary Sources

Individual

Depth Interviews

Expert

Interview

Group

Discussions


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3

Exhibit 7-1 Integration of Secondary Data

into the

Research Process


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4

Objectives of Secondary Searches

Expand understanding of managementdilemma

Gather background information

Identify information that should be gathered

Identify sources for and actual questions thatmight be used

Identify sources for and actual sample framesthat might be used


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5

Conducting a

Literature SearchDefine management dilemma

Consult books for relevant terms

Use terms to search

Locate/review secondary sources

Evaluate value of each source

and content


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Whiteboard technology makes the discussion of

symptoms relevant to the management-research

question hierarchy easier


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7

Levels of Information

Primary

Sources:Memos

Letters

Interviews

Speeches

LawsInternal records

Secondary

Sources:Encyclopedias

Textbooks

Handbooks

Magazines

NewspapersNewscasts

Tertiary

Sources:Indexes

Bibliographies

Internet

search engines


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Exhibit 7-2 Integrating Secondary Data


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Exhibit 7-4 Review of Advanced Search

O

ptions


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Exhibit 7-5 Advanced Searching Process


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Data-Mining Process


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Secondary Data

Data gathered and recorded by someone

else prior to and for a purpose other than

the current project

Is often:

Historical

Already assembled

Needs no access to subjects


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Advantages of Secondary Data

Inexpensive

Obtained Rapidly

Information is not Otherwise Accessible


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16Copyright 2000 by Harcourt, Inc. All rights reserved.

Government Data Is Often Free


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Disadvantages of Secondary Data

Uncertain Accuracy

Data Not Consistent with Needs

Inappropriate Units ofM

easurement Time Period Inappropriate (Dated)


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Secondary Data may be Dated

The Economic Census profiles the U.S.

economy every 5 years, from the

national to the local level.


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Evaluating Secondary Data

Does the data help to

answer questions

set out in the

problem definition?

Does the data apply to

the time period of

interest?

Does the data apply to

the population ofinterest?

Applicability

to project

objectives


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Do the other terms

and variableclassifications

presented apply?

Are the units of

measurementcomparable?

If possible, go to the

original source of thedata?

Evaluating Secondary Data (continued)

Applicability

to project

objectives

Accuracy

of the data


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Is the cost of data

acquisition worth it?

Accuracy

of the data

Is there a possibility

of bias?

Can the accuracy ofdata collection be

verified?


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Objectives for Secondary Data Studies

Fact Finding

Model Building

Data BasedM

arketing


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Fact Finding - Identifying consumption patterns

- Tracking trends

Model building - Estimating market potential- Forecasting sales

- Selecting trade areas and sites

Data Base Marketing - Development of Prospect Lists

- Enhancement of Customer Lists

Common Research Objectives

for Secondary Data Studies


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Fact Finding

Identify consumer

behavior

Trend analysis

Environmental

scanning


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Model Building

Market potential

Forecasting sales

Analysis of trade

areas


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Data Based Marketing

Practice of maintaining a customer data

base

Names

Addresses

Past purchases

Responses to past efforts

Data from numerous sources


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Internal Data

Internal and proprietary data is more descriptive

Accounting information

Sales information

Backorders

Customer complaints


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Information Producer

(Federal Government)

Library

(Storage of

government

documents

and books)

Company User

Traditional Distribution

Indirect Channel Using Intermediary


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Direct, Computerized Distribution Using Intermediary

Information producers

(Just-in-time inventory partner)

computerized database

Company user


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Modern Distribution of Secondary Data

Information producerA

(Federal government-census data)

Information producer B

(Grocery store-retailscanner data)

Information producer C

(Audience research company-television viewing data)

Vendor/externaldistributor

(Computerized database

integrating all three data

sources for any

geographic area)

Information producerA

(Federal government-

census data)


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External Data

Created, recorded, or generated by an

entity other than the researchers

organization

Government

Trade associations

Newspapers and journals


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Government Sources


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U.S. Population by Race and Hispanic Origin, July 1, 1997

(in thousands)

White Black American Indian Asian & Pacific

& Alaska Native Islander

non-Hispanic 194,571 32,324 1,977 9,532

Hispanic 26,746 1,649 347 598


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Commercial Sources

Market share data companies like A.C.

Nielsen provide information about sales

volume and brand share over time

Demographic and census updatesmany

organizations supply census updates, in

easy-to-use or custom formats


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Commercial Sources

Attitude and public opinion research

syndicated services report the findings of

opinion polls

Consumption and purchase behavior data

Advertising researchreadership and

audience data


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Single Source Data

Diverse types of data offered from a single

source

- e.g., television viewing and scanner

purchase data

- e.g., Prizim and ClusterPlus


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Global Secondary Data

Typical limitations

Additional pitfalls

Unavailable

Questionable accuracy

Lack of standardized terminology

Documents

Air (Lecture 8)