Introduction to Marketing Research CHAPTERS 4 & 5: EXPORATORY RESEARCH: SECONDARY DATA Idil Yaveroglu Lecture Notes

MR Process – Research Design Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report

Primary Data 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. 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.

Primary Data Secondary Data Collection Purpose For the problem at hand Previously collected Collection Process Very involved Rapid and easy Collection Cost High Low Collection Time Time consuming Fast

Advantages of Secondary Data Secondary data can help to: Identify the problem Better understand and define the problem Develop an approach to the problem Formulate an appropriate research design Answer certain research questions and test hypothesis Interpret primary data with more insight

Secondary data analysis Basic rule of research! Examine available secondary data first. The research project should proceed to primary data collection only when secondary data sources have been depleted or yield marginal results. Secondary data analysis Primary data analysis

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

A Classification of Secondary Data External Published Materials General Business Sources Government Sources Computerized Databases Bibliographical, Numeric, Full-text, Directory, Special Purpose Syndicated Services Household/Consumer Industries/Institution Internal

External Secondary Data Published: are sources of information for public distribution and normally found in libraries or a variety of other entities such as trade organizations Business Sources Government Sources http://tuik.gov.tr/Start.do http://www.turkstat.gov.tr/Satis.do?metod=Giris http://www.tobb.org.tr/ Syndicated Services Data: are provided by firms that collect data in a standard format and make it available to subscribing firms – highly specialized and not available in libraries MRI Data PRIZM Simmons Data http://www.experian.com/simmons-research/target-global-index.html External computerized databases: are databases supplied by organizations outside the firm such as online information databases such as FACTIVA and Lexis Nexis Bibliographic: ABI Informs, Social Sciences Citation Index Numeric or statistical: Standard and Poor’s Statistical Service Fortune 500 Directory Comprehensive: contain all of the above, i.e. Lexis-Nexis

Published External Secondary Data Business/Non Government Data Guides: Standard and recurring information is summarized in guides – generally provide listings of resources www.brint.com www.gale.cengage.com Directories: Provide brief information on companies, organizations, or individuals. Standard and Poor’s Corporate Descriptions Yellow Pages Indices: Blibliographies, which are organized by topic of interest Social Sciences Citation Index Business Periodicals Index Statistical Data: Made up of data reflecting market or industry factors Standard and Poor's Data services (www.standardandpoors.com) Government Data: Census Bureau Bureau of Labor Statistics http://tuik.gov.tr/Start.do http://www.turkstat.gov.tr/Satis.do?metod=Giris

Syndicated Services Companies that collect and sell common pools of data of known commercial value designed to serve a number of clients Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions). Household/consumer data may be obtained from surveys, panels, or electronic scanner services. Institutional data may be obtained from retailers, wholesalers, or industrial firms.

A Classification of Syndicated Services Unit of Measurement Households/ Consumers Institutions

A Classification of Syndicated Services: Household Consumers Panels Electronic Scanner Services Surveys Advertising Evaluation Scanner Panels with Cable TV Purchase www.gfkmri.com www.experian.com Scanner Panels Psychographic & Lifestyles Media http://www.claritas.com/MyBestSegments/Default.jsp Volume Tracking Data Nielsen Media Research and Net Ratings General www.gfkamerica.com

Nielsen BuzzMetrics The BAM analyzes consumer conversations on the Internet and plots the words and phrases that most closely correlate to the subject of study. The closer a word appears to the center of the map, the stronger the association or correlation. Likewise, the proximity of words to each other on the map connects a correlation.

Type of Individual/Household Level Data Available from Syndicated Firms Demographic Data Psychographic Lifestyle 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 Interest in golf Interest in snow skiing Interest in book reading Interest in running Interest in bicycling Interest in pets Interest in fishing Interest in electronics Interest in cable television

A Classification of Syndicated Services: Institutions Retailers Wholesalers Industrial Firms/ Organizations Audits Corporate Reports Clipping Services Direct Inquiries

Overview of Syndicated Services Type Characteristics Advantages Disadvantages Uses Surveys Surveys conducted at regular intervals Most flexible way of obtaining data; information on underlying motives Interviewer errors; respondent errors Market segmentation; advertising theme selection, and advertising effectiveness Purchase Panels Households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur Recorded purchase behavior can be linked to the demographic/ psychographic characteristics Lack of representative-ness; response bias; maturation Forecasting sales, market share, and trends; establishing consumer profiles, brand loyalty, and switching; evaluating test markets, advertising, and distribution Copyright © 2012 Pearson Education, Inc.

Table 5.1 Overview of Syndicated Services (Cont.) Type Characteristics Advantages Disadvantages Uses Media Panels Electronic devices automatically recording behavior, supplemented by a diary Same as purchase panel Establishing advertising rates; selecting media program or air time; establishing viewer profiles Scanner Volume Tracking Data Household purchases are recorded through electronic scanners in supermarkets Data reflect actual purchases; timely data; less expensive Data may not be representative; errors in recording purchases; difficult to link purchases to elements of marketing mix other than price Price tracking, modeling; effectiveness of in-store modeling Copyright © 2012 Pearson Education, Inc.

Table 5.1 Overview of Syndicated Services (Cont.) Type Characteristics Advantages Disadvantages Uses Scanner Diary Panels with Cable TV Scanner panels of households that subscribe to cable TV Data reflect actual purchases; sample control; ability to link panel data to household characteristics Data may not be representative; quality of data limited Promotional mix analyses; copy testing; new-product testing; positioning Audit Services Verification of product movement by examining physical records or performing inventory analysis Relatively precise information at the retail and wholesale levels Coverage may be incomplete; matching of data on competitive activity may be difficult Measurement of consumer sales and market share; competitive activity; analyzing distribution patterns; tracking of new products Copyright © 2012 Pearson Education, Inc.

Table 5.1 Overview of Syndicated Services (Cont.) Type Characteristics Advantages Disadvantages Uses Firm Syndicated Services Data banks on industrial establishments created through direct inquiries of companies, clipping services, and corporate reports Important source of information on industrial firms; particularly useful in initial phases of the projects Data is lacking in terms of content, quantity, and quality Determining market potential by geographic area; defining sales territories; allocating advertising budget Copyright © 2012 Pearson Education, Inc.

Classification of Computerized Databases Bibliographic databases Composed of citations to journal articles, magazines, newspapers, marketing research reports etc. Often provide summaries our abstracts (e.g. ABI Inform) 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 (e.g. Yellow or White Pages) Special-purpose databases Contain information about a specific issue or industry (e.g. Market Research Library – LEXIS NEXIS, Datamonitor)

Single-Source Data Single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort. Recruit a test panel of households and meter each home's TV sets. Survey households periodically on what they read. Grocery purchases are tracked by UPC scanners. Track retail data, such as sales, advertising, and promotion.

Colgate-Palmolive Colgate TR Bright Smiles, Bright Futures http://www.colgate.com.tr Bright Smiles, Bright Futures http://www.colgate.com.tr/app/Colgate/TR/Corp/Co mmunityPrograms/Bsbf.cvsp