Transcript Secondary Data Research in a Digital Age

Exploring
Marketing Research
William G. Zikmund
Chapter 7:
Secondary Data
Research in a Digital Age
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
Advantages of Secondary Data
• Inexpensive
• Obtained Rapidly
• Information is not Otherwise Accessible
Government data is often free
Disadvantages of Secondary Data
•Uncertain Accuracy
•Data Not Consistent with Needs
•Inappropriate Units of Measurement
•Time Period Inappropriate (Dated)
Secondary Data may be Dated
The Economic Census profiles the
U.S. economy every 5 years, from the
national to the local level.
Evaluating Secondary Data
Applicability
to project
objectives
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 of
interest?
Evaluating Secondary Data (continued)
Applicability
to project
objectives
Accuracy
of the data
Do the other terms
and variable
classifications
presented apply?
Are the units of
measurement
comparable?
If possible, go to the
original source of the
data?
Is the cost of data
acquisition worth it?
Accuracy
of the data
Is there a possibility
of bias?
Can the accuracy of
data collection be
verified?
Objectives for Secondary Data Studies
• Fact Finding
• Model Building
• Data Based Marketing
Common Research Objectives
for Secondary Data Studies
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
Fact Finding
• Identify Consumer
Behavior
• Trend Analysis
• Environmental
Scanning
Model Building
• Market Potential
• Forecasting Sales
• Analysis of Trade
Areas
Data Based Marketing
• Practice of maintaining a customer data
base
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Names
Addresses
Past purchases
Responses to past efforts
Data from numerous sources
Internal Data
Internal and Proprietary data is more descriptive
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Accounting information
Sales information
Backorders
Customer complaints
Data Mining
Dig through volumes of data to discover
Patterns about an organization's customers
And products.
External Data
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Government
Newspapers
Journals
Trade Associations
Libraries
Internet
Vendors
Government Sources
Books and Periodicals
Popular Addresses
Yahoo
Popular research engine
http://www.yahoo.com
CEOexpress
Links for busy
executives
http://www.ceoexpress.com
New York Public
Library
Library Resources and
links available
http://www.nypl.org
Census Bureau
Demographic
Information
http://www.census.gov
Statistical Abstract
Highlights from
government statistics
http://census.gov/stat_gov
STAT-USA/Internet
U.S. government data
on economic, financial,
and trade data
Http://statusa.gov/inqsample.html
Advertising Age
Provides marketing
media, advertising, and
public relations
content.
http://www.adage.com
Inc. Online
Inc. Magazine’s
resources for growing a
small business
http://www.inc.com
Wall Street Journal
Interactive
News around the world
http://www.wsj.com
CNN Financial News
Business news
http://cnnfn.com
MapQuest
Enter address and zip
and receive detailed
map
http://mapquest.com
Business Europe
Information on
European Countries
http://businesseurope.com
Traditional Distribution
Indirect Channel Using Intermediary
Information Producer
(Federal Government)
Library
(Storage of
government
documents
and books)
Company User
Traditional Distribution
Direct Channel
Information Producer
(Federal Government)
Company User
Direct, Computerized Distribution Using Intermediary
Information producer’s
(Just-in-time inventory partner)
computerized database
Company user
Modern Distribution of Secondary Data
Information producer A
Information producer B
Information producer C
(Federal governmentcensus data)
(Grocery store-retail
scanner data)
(Audience research companytelevision viewing data)
Vendor/external
distributor
(Computerized database
integrating all three data
sources for any
geographic area)
Information producer A
(Federal governmentcensus data)
External Data
• Created, recorded, or generated by an entity
other than the researcher’s organization
• Government
• Trade associations
• Newspapers and journals
External Data
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Libraries
The Internet
Vendors
Producers
Books and Periodicals
External Data
• Government sources
• Media sources
• Commercial sources
Government Sources
Commercial Sources
• Market share data companies like A.C.
Nielsen provide information about sales
volume and brand share over time
• Demographic and census updates—many
organizations supply census updates, in
easy-to-use or custom formats
Commercial Sources
• Attitude and public opinion research—
syndicated services report the findings of
opinion polls
• Consumption and purchase behavior data
• Advertising research—readership and
audience data
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
Global Secondary Data
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Typical limitations
Additional pitfalls
Unavailable
Questionable accuracy
Lack of standardized terminology