originated by the researcher for the specific purpose of addressing the research problem/ secondary data data collected for some purpose other than the problem at hand Secondary data advantages can help you one identify the problem/better define the problem/develop an approach the problem/formulate an appropriate research design/answer certain questions and test hypotheses/interpret primary data more insightfully Disadvantages of secondary data usefulness may be limited may not be relevant or accurate may not be completely current or dependable Evaluating secondary data methodology data collection methods/response rate/quality of data/sampling technique/sample size/questionnaire design/fieldwork/data analysis Evaluating secondary data for errors and accuracy examine errors in approach research design sampling gear collection data analysis and reporting process accurate accuracy by comparing data from different sources Secondary data evaluation for currency time lag between collection and publication/frequency of updates Secondary data evaluation for objective evaluate why the data was collected objective will determine the relevance of the data Secondary data evaluation for nature definition of key variables/unit of measurement/categories used/relationships examined. Reconfigure the data to increase usefulness if
possible Secondary data evaluation for dependability Assess expertise, credibility, reputation, and trustworthiness of the source Error: accuracy of the secondary data data can have sources of
error/inaccuracy as in the approach research design sampling data collection, analysis, and reporting. Find multiple sources and compare using standard statistical methods. Classification of secondary data Internal - from within the firm. Database marketing involves the use of computers to capture and track customer profiles and purchase data CRM Customer Relationship Management a unique type of database driven marketing Published external secondary sources Published external secondary sources include federal state and local government, nonprofit organizations,. Trade associations, professional organizations, commercial publishers, investment brokerage firms, and professional marketing research firms. businesses publish information in the forms of books periodicals journals newspapers, magazines records and trade literature. Moody's and Standard
& Poor's provide information on United States and foreign company. guides are an excellent source of standard or recurring information. They may identify other important sources of directories.. Trade associations and trade publications are one of the first source is the researcher should consult Directories helpful for identifying individuals or organizations that collect specific data Indexes it's possible to locate information on a particular topic in several different publications using an index. You can find them on the Internet Nongovernmental statistical data marketing statistics related to population demographics purchasing levels television viewership and
product usage are some types of nongovernmental statistics that are available for secondary sources Government sources. Publications may be divided into census data and other publication. The data quality is high and the data is highly detailed Data is stored in computers that require a telecommunications network to access. databases that are available on disk or CD-ROM an be accessed searched and analyzed him the Internet also possible to download data from the Internet and store on a computer Classification of computerized databases Classification of computerized databases
Bibliographic databases are composed of citations to articles in journals, magazines, newspapers marketing research studies technical reports government documents and the like. They often provide summaries or abstracts of the material cited. Numeric databases contain numerical and statistical information that may be important sources of secondary data full text databases contain the complete text of secondary source documents comprising the database directory databases provide information on individuals, organizations and services Special-purpose databases contain information on
the specific nature i.e. data on a specialized industry sources information services offered by marketing research organizations that provide information from a common database to different firms that subscrib to the service interviews with a large number of respondents using a creative questionnaires these measure the same group of respondents over time but not this early on the same variables Quantified psychological profiles of individuals distinctive patterns of living that's describing the activities people engage in the interest they have any opinions they hold about themselves in the world around the AIOs Syndicated
services surveys conducted at regular intervals they're the most flexible way of obtaining data and information about underlying motives. Syndicated services types
can be used for market segmentation, establishing customer profiles, determining product image, measurement and positioning, conducting price perception analysis, advertising theme
selection, evaluating advertising effectiveness. a data gathering technique in which respondents record their purchases online or in a diary a data gathering technique that is comprised of samples of respondents his television viewing behavior is automatically recorded by electronic devices supplementing the purchase information recorded online or in a diary data obtained by passing merchandise over laser scanner that reads the UPC code from the packages volume tracking data scanner data that provides information on purchases by brand size price and flavor or formulation scanner data where panel members
are identified by an ID card allowing each panel members purchases to be stored with respect to the individual shopper Scanner panels with cable TV. The combination of the scanner panel with manipulations of the advertising it's being broadcast by cable television company Retailer and wholesaler audits audit is a formal examination and verification of product movement traditionally carried out by auditors who make in person visits to retail and wholesale outlets to examine physical records or analyze inventory determining size of total market and distribution by sales type of outlet region or city, assessing brand shares and
competitive activity, identifying shelf space allocation and inventory problems, analyzing distribution problems, developing sales potential and forecast, developing and monitoring promotional allocation based on sales volume provide syndicated data about industrial firms businesses and other institutions an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents follows a persons TV, reading, and shopping habits. Combining the data allows researchers to compensate for weaknesses in one method with strengths of another Maps that solve marketing problems are called thematic maps. They combine geography with demographic information and Company sales data or other proprietary information and are generated by a computer annual survey of buying power provides data to help analyze each of the US markets whatever cities, counties states. Features statistics rankings and projections for every county and media market in the US the demographics broken out by age, city county and state International Secondary
data available from both domestic government and nongovernment sources most important government sources are Department of Commerce international development small business administration import export bank of the US Department of Agriculture department State department of lab International Secondary Data Evaluation even more critical for international and domestic projects because of differences in the way the unit is define measurement units cannot be equivalent Ethics in marketing research Rresearcher is ethically obligated to ensure relevance and usefulness of secondary data data can be judged unethical is
gathered in a way that harms respondents or invade privacy or if users of data are unduly critical of the data and don't support the interesting viewpoint |
The use of databases, online information services, and the internet can assist marketers in
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