MARKETING RESEARCH CHAPTERS 4: Exploratory Research Design: Secondary Data 5. Exploratory Research Design: Syndicated Sources of Secondary Data 6. Exploratory Research: Qualitative Research

Primary vs Secondary Data Exploratory research is used to gather insight. Often, secondary data sources are used. Secondary data represent any data that have already been collected for purposes other than the problem at hand. Primary data are new data you collect to help solve the problem at hand.

. Table 4.1 A Comparison of Primary and Secondary Data Primary Data Collection purpose For the problem at hand For other problems Collection process Very involved Rapid and easy Collection cost High Relatively low Collection time Long Short .

Primary vs Secondary Data: Advantages of Secondary Data Identify problem Better understand the problem Develop an approach to the problem Formulate an appropriate research design Help answer research questions and help formulate hypotheses Interpret primary data with more insight

Primary vs Secondary Data: Problems of Secondary Data Must identify the methodology used to collect the secondary data. Must check the accuracy of the data. Must check the timeliness of the data Must check the purpose for which the data were collected. Must understand the content of the data. Must assess the dependability of the data.

Primary vs Secondary Data:Types and Sources Ready to Use Syndicated External Internal Requires Further Processing Published Computerized

Primary vs Secondary Data:Types and Sources: Continued Database marketing involves using computers to capture and track customer profiles and purchase detail. Some of these give free access and others are syndicated. Some may give customized reports for which you must pay.

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

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 databases provide specialized information.

Primary vs Secondary Data:Types and Sources: Continued You may go online to investigate some of these databases: http://www.rrdonnelley.com http://www.experian.com http://www.polk.com

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

Primary vs Secondary Data:Types and Sources: Continued General Business Data Government Sources Internet Databases Offline Databases

Exploratory Research Design: Syndicated Sources of Secondary Data Syndicated sources are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients, including competing firms in the same industry.

Exploratory Research Design: Syndicated Sources of Secondary Data-Types Surveys Diary purchase panels Diary media panels Scanner volume tracking Scanner diary panels with cable tv Audit services

Syndicated Services

Exploratory Research Design: Qualitative Research Qualitative Research: an unstructured, exploratory research methodology based upon small samples, which provides insights and understanding of the problem setting. Quantitative Research: a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis

Qualitative vs Quantitative Qualitative Research To gain a qualitative understanding of the underlying reasons and motivations Small number of non-representative cases Unstructured Non-statistical Develop an initial understanding Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Recommend a final course of action Objective Sample Data Collection Data Analysis Outcome

Exploratory Research Design: Qualitative Research Qualitative Research Procedures Direct Indirect Focus Groups Depth Interviews Projective Techniques Completion Construction Expressive Association

Focus Groups Group Size 8-12 Group Composition Homogeneous, respondents, prescreened Physical Setting Relaxed, informal atmosphere Time Duration 1-3 hours Recording Use of audiocassettes and videotapes Moderator Observational, interpersonal, and communication skills of the moderator

State the Objectives/Questions to be Answered by Focus Groups Procedure for Planning and Conducting Focus Groups Determine the Objectives and Define the Problem Specify the Objectives of Qualitative Research State the Objectives/Questions to be Answered by Focus Groups Write a Screening Questionnaire Develop a Moderator’s Outline Conduct the Focus Group Interviews Review Tapes and Analyze the Data Summarize the Findings and Plan Follow-Up Research or Action

Variations in Focus Groups Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics. Client-participant groups. Client personnel are identified and made part of the discussion group. Mini groups. These groups consist of a moderator and only 4 or 5 respondents. Tele-session groups. Focus group sessions by phone using the conference call technique. Online Focus groups. Focus groups conducted online over the Internet.