Chapter FiveChapter Five

Figure 5.1 Relationship of Syndicated Sources to the Previous Chapters and the Marketing Research Process Focus of this Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Syndicated Sources of Secondary Data The Marketing Research Suppliers & Services (Chapter 1) Tasks Involved in Problem Definition and Developing an Approach (Chapter 2) Exploratory Research Design (Chapter 3) Descriptive Research Design (Chapter 3) Secondary Data (Chapter 4) Problem Definition Approach to Problem Field Work Data Preparation and Analysis Report Preparation and Presentation Research Design Figure 5.1 Relation ship to the Previous Chapter s and The Marketi ng Researc h Process

Fig 5-1 Application to Contemporary Issues Internet Applications Focus on Elrick & Lavidge TQMInternationalTechnologyEthics The Nature of Syndicated Data A Classification of Syndicated Services Surveys PeriodicPanelShared Psychographic and Lifestyles Advertising Evaluation General Consumer Diary Panels Diary Purchase Panels Diary Media Panels Figure 5.2 Syndicate Sources of Secondary Data: An Overview Opening Vignette Figs 5.3 and 5.4Table5.1 Fig 5.5 Figure 5.2 Syndicate Sources of Secondary Data: An OverviewFigure 5.2 Syndicate Sources of Secondary Data: An Overview

Fig 5-1 Application to Contemporary Issues Internet Applications Focus on Elrick & Lavidge TQMInternationalTechnologyEthics Electronic Scanner Services Volume Tracking DataScanner Diary Panels Syndicated Data from Institutions Scanner Diary Panels with Cable TV Retailer and Wholesaler OutletsIndustrial Research Services Combining Data from Different Sources: Single Source Data Figure 5.2 Syndicate Sources of Secondary Data: An Overview Fig 5.6 Opening Vignette Figure 5.2 Syndicate Sources of Secondary Data: An Overview ContinuedFigure 5.2 Syndicate Sources of Secondary Data: An Overview Continued

Unit of Measurement Households/ Consumers Institutions Figure 5.3 A Classification of Syndicated Services

Household Consumers Surveys Mail Diary Panels Electronic Scanner Services Psychographic & Lifestyles General Advertising Evaluation Media Purchase Scanner Diary Panels Volume Tracking Data Scanner Diary Panels w/ Cable TV Figure 5.4 A Classification of Syndicated Services: Household/Consumers Figure 5.4 A Classification of Syndicated Services: Household/ConsumersFigure 5.4 A Classification of Syndicated Services: Household/Consumers

Surveys by Syndicated Firms Periodic PanelShared Psychographic and Lifestyles General Advertising Evaluation Figure 5.5 Classification of Syndicated Survey Research Figure 5.5 Classification of Syndicated Survey ResearchFigure 5.5 Classification of Syndicated Survey Research

Figure 5.6 Classification of Syndicated Services : Institutions Institutions RetailersWholesalers Industrial Firms Audits Direct Inquiries Clipping Services Corporate Reports Figure 5.6 Classific ation of Syndicat ed Services : Institutio ns

Table 5.1 Overview of Syndicated ServicesTable 5.1 Overview of Syndicated Services

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 ServicesVerification 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 Industrial Product Syndicated Services Data banks on industrial establishments created through direct inquiries of companies, clipping services, and corporate reports Important source of information in 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 Table 5.1: Overview of Syndicated Services (Cont.) TypeCharacteristicsAdvantagesDisadvantagesUses Table 5.1 Overvie w of Syndicat ed Services (Cont.)