1. Primary and Secondary Data
Chapter 06

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

3. 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

4. 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.

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

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

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

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

9. 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

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