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Chapter Four

Chapter Four. Exploratory Research Design: Secondary Data. Figure 4.1 Relationship of Secondary Data to the Previous Chapters and the Marketing Research Process. Focus of this Chapter. Relationship to Previous Chapters. Relationship to Marketing Research Process. Secondary Data.

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Chapter Four

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  1. Chapter Four Exploratory Research Design: Secondary Data

  2. Figure 4.1 Relationship of Secondary Data to the Previous Chapters and the Marketing Research Process Focus of this Chapter Relationship to Previous Chapters Relationship to Marketing Research Process • Secondary Data • The Internet as a Source of Marketing Research Information (Chapter 1) • Tasks Involved in Problem Definition and Developing an Approach (Chapter 2) • Exploratory Research Design (Chapter 3) • Descriptive Research Design (Chapter 3) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

  3. Opening Vignette What Would You Do? Be a DM! Be an MR! Experiential Learning Application to Contemporary Issues International Technology Ethics Figure 4.2 Secondary Data: An Overview Primary versus Secondary Data Table 4.1 Advantages and Uses of Secondary Data Disadvantages of Secondary Data Criteria for Evaluating Secondary Data Table 4.2

  4. Opening Vignette What Would You Do? Be a DM! Be an MR! Experiential Learning Application to Contemporary Issues (Fig 4.7) International (Fig 4.8) Technology Ethics Figure 4.2 Secondary Data: An Overview (cont) Classification of Secondary Data Figure 4.3 Internal Secondary Data Data Mining & CRM Database Marketing Published Secondary Data Figures 4.4, 4.5 Government Sources General Business Sources Computerized Databases Figure 4.6 Online Internet Offline Combining Internal and External Secondary Data

  5. Primary vs. Secondary Data • Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1). • Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

  6. Table 4.1 A Comparison of Primary and Secondary Data

  7. Uses of Secondary Data • Identify the problem • Better define the problem • Develop an approach to the problem • Formulate an appropriate research design (for example, by identifying the key variables) • Answer certain research questions and test some hypotheses • Interpret primary data more insightfully

  8. Criteria for Evaluating Secondary Data • Specifications: Methodology Used to Collect the Data • Error: Accuracy of the Data • Currency: When the Data Were Collected • Objective(s): The Purpose for Which the Data Were Collected • Nature: The Content of the Data • Dependability: Overall, How Dependable Are the Data

  9. Table 4.2 Criteria for Evaluating Secondary Data

  10. Table 4.2 (Cont.) Criteria for Evaluating Secondary Data

  11. Figure 4.3 A Classification of Secondary Data Secondary Data Internal External Ready to Use Syndicated Services Published Materials Requires Further Processing Computerized Databases

  12. Internal Secondary Data Department Store Project Sales were analyzed to obtain: • Sales by product line • Sales by major department (e.g., men's wear, house wares) • Sales by specific stores • Sales by geographical region • Sales by cash versus credit purchases • Sales in specific time periods • Sales by size of purchase • Sales trends in many of these classifications were also examined

  13. Type of Individual/Household Level Data Available from Syndicated Firms I. Demographic Data - Identification (name, address, telephone) - Sex - Marital status - Names of family members - Age (including ages of family members) - Income - Occupation - Number of children present - Home ownership - Length of residence - Number and make of cars owned

  14. II. Psychographic Lifestyle Data - Interest in golf - Interest in winter skiing - Interest in book reading - Interest in running - Interest in bicycling - Interest in pets - Interest in fishing - Interest in electronics - Interest in cable television There are also firms such as Dun & Bradstreet and American Business Information, which collect demographic data on businesses. Type of Individual/Household Level Data Available from Syndicated Firms (Cont.)

  15. Figure 4.4 A Classification of Published Secondary Sources Published Secondary Data Government Sources General Business Sources Statistical Data Census Data Guides Directories Other Government Publications Indices

  16. Published External Secondary Data Guides • An excellent source of standard or recurring information • Helpful in identifying other important sources of directories, trade associations, and trade publications • One of the first sources a researcher should consult • Examples: Business Information Sources, Encyclopedia of Business Information Sources Directories • Helpful for identifying individuals or organizations that collect specific data • Examples: Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys Indices • Helpful in locating information on a particular topic in several different publications • Examples: Business Index, Business Periodical Index

  17. Center City Fulton County Cobb County City Center City Census Tract Dekalb County Gwinnett County Block Block Group Figure 4.5 Geographic Subdivision of an MSA

  18. Figure 4.6 A Classification of Computerized Databases Computerized Databases Online Internet Offline Special Purpose Databases Bibliographic Databases Directory Databases Full-Text Databases Numeric Databases

  19. Classification of Computerized Databases • Bibliographic databases are composed of citations to articles. • Numeric databases contain numerical and statistical information. • Full-text databases contain the complete text of the source documents comprising the database. • Directory databases provide information on individuals, organizations, and services. • Special-purpose databasesprovide specialized information.

  20. Figure 4.8 Sources of Secondary Data for International Marketing Research International Secondary Data Domestic Organizations in the United States International Organizations in the United States Organizations in Foreign Countries Governments Government Sources Trade Associations Nongovernment Sources International Organizations

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