Primary and Secondary Data Chapter 06

Types of Primary Data generally obtained Demographics / Socioeconomic characteristics Psychological and Lifestyle characteristics Awareness and Knowledge Attitudes and Opinions Intentions Motivation Behavior

Life-Style Dimensions Activities Interests Opinions Work Family Themselves Hobbies Home Social issues Social events Achievements Politics Location Community Business Entertainment Recreation Economics Fashion Education Shopping Food Products Sports Media Culture

Approaches to measure Awareness Unaided Recall – without given clues consumers are asked to recall what advertisements they have seen recently. Prompting is not used since by doing that the researcher might incorporate in respondents the tendency to remember more or less in that product category Aided Recall – consumers are given some prompting typically in the form of questions about advertisements and related information that did not appear clearly as to gauge their notification Recognition – showing copies of actual advertisements and asking whether or not they remember seeing each one.

Attitudes Attitudes described as the forerunners of behavior Direction Intensity Stability Generalizablity

Awareness The product Features Availability Price Manufacturer Where it is made How it is used Purpose USP – unique selling proposition

Behavior purchase behavior use behavior What How much How Where When In what situation Who

The Hierarchy of Effects Model Awareness Knowledge Liking Preference Commitment – intentions to purchase Conviction – loyalty patterns

Advantages and Disadvantages of Secondary Data Benefits Low cost Less effort expended Less time taken Extra information can be gauged easily Limitations Collected for some other purpose Lack of control over data collection Problem of obsolescence Too much assumptious

Types of Secondary Data Census and Registration data Publicly circulated reports of individual projects Commercial information Databases Trade associations Published statistics