Secondary Data Research in a Digital Age
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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
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Advantages of Secondary Data
• Inexpensive
• Obtained Rapidly
• Information is not Otherwise Accessible
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Government data is often free
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Disadvantages of Secondary Data
•Uncertain Accuracy
•Data Not Consistent with Needs
•Inappropriate Units of Measurement
•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
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?
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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?
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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 of
data collection be
verified?
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Objectives for Secondary Data Studies
• Fact Finding
• Model Building
• Data Based Marketing
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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
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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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Data Mining
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Traditional Distribution
Indirect Channel Using Intermediary
Information Producer
(Federal Government)
Library
(Storage of
government
documents
and books)
Company User
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Traditional Distribution
Direct Channel
Information Producer
(Federal Government)
Company User
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Direct, Computerized Distribution Using Intermediary
Information producer’s
(Just-in-time inventory partner)
computerized database
Company user
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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)
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External Data
• Created, recorded, or generated by an entity
other than the researcher’s organization
• Government
• Trade associations
• Newspapers and journals
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External Data
•
•
•
•
•
Libraries
The Internet
Vendors
Producers
Books and Periodicals
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External Data
• Government sources
• Media sources
• Commercial sources
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Government Sources
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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 updates—many
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 research—readership 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
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