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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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Exhibit 7-1 Integration of Secondary Data
into the
Research Process
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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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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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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