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xploratory Research Design xploratory Research Design Secondary Data Secondary Data

Exploratory Research Design: Secondary Data

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Chapter IV. Exploratory Research Design: Secondary Data. Chapter Outline 1) Overview 2) Primary versus Secondary Data 3) Advantages & Uses of Secondary Data 4) Disadvantages of Secondary Data. 5) Criteria for Evaluating Secondary Data - PowerPoint PPT Presentation

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Page 1: Exploratory Research Design: Secondary Data

Exploratory Research Design:Exploratory Research Design:Secondary DataSecondary Data

Page 2: Exploratory Research Design: Secondary 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

Page 3: Exploratory Research Design: 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

Page 4: Exploratory Research Design: Secondary 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

Page 5: Exploratory Research Design: Secondary 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

Page 6: Exploratory Research Design: 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

Page 7: Exploratory Research Design: Secondary Data

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

Page 8: Exploratory Research Design: Secondary Data

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

Page 9: Exploratory Research Design: Secondary Data

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

Page 10: Exploratory Research Design: Secondary Data

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

Page 11: Exploratory Research Design: 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

Page 12: Exploratory Research Design: Secondary Data

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

Page 13: Exploratory Research Design: Secondary Data

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.

Page 14: Exploratory Research Design: Secondary Data

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

Page 15: Exploratory Research Design: Secondary Data

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.

Page 16: Exploratory Research Design: Secondary Data

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

Page 17: Exploratory Research Design: Secondary Data

Unit of Measurement

A Classification of Syndicated ServicesA Classification of Syndicated ServicesFig. 4.4Fig. 4.4

Households/Consumers

Institutions

Page 18: Exploratory Research Design: Secondary Data

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

Page 19: Exploratory Research Design: Secondary Data

Syndicated Services: InstitutionsSyndicated Services: InstitutionsInstitutions

Retailers Wholesalers Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig. 4.4 Contd.Fig. 4.4 Contd.

Page 20: Exploratory Research Design: Secondary Data

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

Page 21: Exploratory Research Design: Secondary Data

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..

Page 22: Exploratory Research Design: Secondary Data

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.

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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 A Classification of International SourcesSources

Fig. 4.5Fig. 4.5