Transcript Chapter 4
Chapter 4 Secondary Data Focus • • • • definition, pluses and minuses internal and external sources syndicated sources application Definition • data collected for some purpose other than the problem at hand • store patronage project--criteria used for selecting stores – Journal of Retailing – Journal of Marketing – Journal of Marketing Research • primary data: data originated by the researcher for the specific purpose of addressing the research problem Advantages • • • • easily accessible relatively inexpensive quickly obtained can provide valuable insights and lay the foundation for designing studies to collect primary data Disadvantages • usefulness to the current problem may be limited – relevance – accuracy (CPI Index) • currency (Census data) Internal Secondary Data • lots of data inside the organization • some ready to use, while others require processing • e.g., sales, service, warranty, complaints, letters • not fully exploited by companies • how to exploit: e.g. data base marketing Data Base Marketing • capture and track customer profiles and purchase details • use in designing marketing programs • start by transferring raw sales information – customer name, address, product bought, quantity, price, etc • overlay with demographic and psychographic data on the customer • internally generated or bought from external sources • update this information and use over the lifetime of the relationship • example External Secondary Sources • General Business Data – – – – Guides Directories Indexes Nongovernment statistical data • Government Sources – Census data – other government publications Computerized Databases • Online • Internet • Off-line – – – – Bibliographic databases Numeric databases Full-text databases Directory databases Syndicated Sources of Data • collect and sell common pools of data designed to serve information needs shared by a number of clients • e.g. Nielsen TV Audience information • can be personalized to fit customer needs Types of Syndicated Data • Households – Surveys – Mail Diary Panels – Electronic Scanner Services • Institutions – Retailer and Wholesaler audits – Industrial Firms • direct inquiries • clipping services • corporate reports Surveys • interviews with a large number of respondents using a predesigned questionnaire • Psychographics and Lifestyles – Yankelovich Monitor – Stanford Research Institute (VALS) – Audits and Surveys - leisure/travel/recreation businesses • Advertising Evaluation – Starch Readership Survey – TV effectiveness studies Uses of Surveys • • • • market segmentation establishing consumer profiles evaluating advertising effectiveness identifying ad themes Pluses and Minuses • primary means of collecting data on motives, attitudes, and preferences • variety of data can be collected • from specific to general audiences • however, may be subject to response errors • samples may be biased • interviewers/designers have to be welltrained Diary Panels • samples of respondents who provide specified information at regular intervals • respondents record specific behaviors as they occur in a diary • compensation - gifts, cash, coupons, information • two types-purchase and media panels Purchase Panels • respondents record their purchases • NPD, MRCA, NFO • can be done on the Internet Media Panels • electronic devices automatically record viewing behavior • Nielsen Television index • n = 5000 households • supplemented with audilogs (who was watching) • number and % of all TV households viewing a given show • disaggregated by 10 demographic and socioeconomic characteristics • useful for media selection Uses of Diary Panels • purchase panels – – – – – estimate market share forecast sales assess brand loyalty establish profiles measuring promotional effectiveness • media panels – establishing advertising rates – selecting appropriate programming – profiling viewers Pluses/ Minuses • • • • • • can provide longitudinal data more and higher quality data eliminates recall/human errors however, lack of representativeness maturation bias high rate of attrition Electronic Scanner Services • Data obtained by passing merchandise over a laser scanner, which reads the UPC code from the packages • linked to current price of the merchandise stored in the computer • Volume Tracking Data • Scanner Diary Panels • Scanner Diary Panels with Cable TV Uses • tracking sales, price, distribution and promotion data • testing new products, repositioning existing ones • making advertising and pricing decisions Pluses/Minuses • • • • • • • not subject to any biases in-store variables are part of the data set current and obtained quickly provide a highly controlled test environment however, may not be representative quality may be suspect no data on underlying motives and attitudes Retailer and Wholesaler Audit • Audit - a formal examination and verification of product movement carried out by examining physical records or analyzing inventory • compensation- reports, cash • Nielsen Retail Index – biweekly audit of supermarkets, drugstores, and mass merchandisers – 11350 retail stores • Wholesale audits monitor warehouse withdrawals Uses • size of the total market and distribution by geographical unit • brand shares and competitive activity • identifying shelf space allocation and inventory problems • analyzing distribution problems • developing sales potential and forecasts • promotional strategy tracking Pluses/Minuses • provide accurate data on movement at both retail and wholesale levels • by brand, geographical area, and type of outlet • however, their coverage is limited • data may not be timely (lag of 8 weeks) • data cannot be linked to consumer characteristics, advertising expenditures and other marketing efforts Industry Services • provide syndicated data on companies • on the basis of data gathered from direct inquiries, clipping services and corporate reports • Dun and Bradstreet Market Identifiers • Fortune’s Input-Output Matrix reports • McGraw Hill’s Dodge Reports Uses • Sales management – identifying prospects – defining territories – setting sales quotas • Advertising Strategy • Market segmentation Pluses/Minuses • only source for industrial products • however, limited in content and quality Single-Source Data • Combining data from several sources can add to the usefulness of secondary data • Single source research follows a person’s TV, reading and shopping habits • V8 example Computer Mapping • combines geography, demography with a company’s sales or other data • color-coded maps • where are customers for product XYZ located? • Useful in rollout of a new product