Transcript Ch 6

Using Secondary Data
and Online Information
Databases
Primary Versus Secondary Data
• Primary data: information that is
developed or gathered by the
researcher specifically for the
research project at hand.
• Secondary data: information that has
previously been gathered by
someone other than the researcher
and/or for some other purpose than
the research project at hand.
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Uses of Secondary Data
• Secondary data has many uses in
marketing research and sometimes
the entire research project may
depend on the use of secondary
data.
• Applications include economic-trend
forecasting, corporate intelligence,
international data, public opinion, and
historical data.
• See www.secondarydata.com.
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Classification of Secondary
Data
• Internal secondary data are data that
have been collected within the firm
such as sales records, purchase
requisitions, and invoices.
– Internal secondary data is used for
database marketing.
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Classification of Secondary
Data
– Database marketing is the process of
building, maintaining customer (internal)
databases and other (internal)
databases for the purpose of contacting,
transacting, and building relationships.
CRM and DATA Mining
– Ethical Issue? How much information
should companies have about
consumers?
http://www.adcritic.com/interactive/view.php?id
=5927
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Internal Databases
• Database refers to a collection of
data and information describing items
of interest.
– Vehicle Registration Database
• Record: is a unit of information in a
database.
– SS#XXX YY ZZZZ
• Fields: subcomponents of information
composing records.
– Brand
– Color
– Year
– Violations
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Types of Secondary Data
Internal Data – Internal
databases (files, records,
reports, etc.)
Database:
Records
Sales records
Fields
Scanner data
Sales reports
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Data mining
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External Secondary Data
• Published: are sources of information
prepared for public distribution and
normally found in libraries or a variety
of other entities such as trade
organizations.
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External Secondary Data
• Syndicated Services Data: are
provided by firms that collect data in
a standard format and make them
available to subscribing firms -- highly
specialized and not available in
libraries. Arbitron Radio Listenership
Studies
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External Secondary Data
• External databases: are databases
supplied by organizations outside the
firm such as online information
databases such as FACTIVA and
Lexis Nexis.
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Different Types of Publications
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Advantages of Secondary Data
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•
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•
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Obtained quickly
Inexpensive
Usually available
Enhances existing primary data
May achieve research objective
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Disadvantages of Secondary
Data
• Incompatible reporting units…need
zip code data and only have County
data.
• Measurement units do not
match…need per capita income and
only have household income.
• Class definitions are not
usable…need to know percent of
population with income above $100k
and only have $50k and over.
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• Data are outdated.
Evaluating Secondary Data
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•
What was the purpose of the study?
Who collected the information?
What information was collected?
How was the information attained?
How consistent is the information
with other information?
• See MRI 6.2 on page 156
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Locating Secondary Data
Sources
• Step 1:
• Step 2:
• Step 3:
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Identify what you wish
to know and what you
already know about
your topic.
Develop a list of key
words and names.
Begin your search using
several library sources.
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Locating Secondary Data
Sources
• Step 4:
• Step 5:
• Step 6:
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Compile the literature
you have found and
evaluate your findings.
If you are unhappy with
what you have found or
are otherwise having
trouble and the reference
librarian has not been
able to identify sources,
use an authority.
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Report results.
Search Strategies Used for Searching
Online Information Databases
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Boolean logic: And, Or, Not
Field searching: Author, Title, Subject
Proximity operators: Adj, Near, Same
Truncation: Allows root of the word to
be submitted retrieving all words
beginning with that root
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Search Strategies Used for Searching
Online Information Databases
• Nesting: a technique that indicates
the order in which a search is to be
carried out
• Limiting: limits the search of database
records to those that meet specified
criteria
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Key Sources of Secondary
Sources for Marketers
• Census of the Population: considered
the “granddaddy” of all market
information
– Conducted every ten years
– Go to www.census.gov
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Key Sources of Secondary
Sources for Marketers
• Other government publications
– Go to www.gpoaccess.gov/index.html
• Statistical abstract of the United States
– Go to www.census.gov/statab/www
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North American Industry
Classification System (NAICS)
• NAICS is replacing the SIC system
which provides a coding system for
business firms.
• NAICS groups business firms into 20
broad sectors instead of the 11
divisions used by the SIC
• NAICS updates types of businesses
that have evolved since SIC was first
used.
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North American Industry
Classification System (NAICS)
• NAICS uses a six digit code instead
of the old four digit SIC code which
allows for greater specificity in
identifying types of firms.
• Go to Google/NAICS
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“Survey of Buying Power”
• The SPB is an annual survey
published in Sales and Marketing
Management magazine.
• The “Survey of Buying Power”
provides the buying power index
(BPI).
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“Calculating the Buying Power
Index”
BPI =
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(Population of Market Area
A/Total U.S. Population * 2)
+ (EBI of Market Area A/Total
U.S. EBI) * 5
+ (Retail Sales of Market Area
A/Total U.S. Retail Sales) *3
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Demographics USA
• Published by same company that
produces the SPB
• Demographics USA provides
additional reporting categories for
demographics.
• Demographics USA provides several
market indices in addition to the
Buying Power Index.
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The Lifestyle Market Analyst
• The Lifestyle Market Analyst provides
an analysis of lifestyle categories
such as “avid book readers,” “own a
cat,” “golf,” “have grandchildren.”
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The Lifestyle Market Analyst
• The lifestyle market analyst provides
marketers with the following
information:
– Demographics by lifestyles
– Other activities members of the
lifestyle are involved in
– Where the geographical markets
are with the heaviest concentration
of the given lifestyle
– Which magazines participants of a27
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given lifestyle read