1. Agenda Secondary Data Qualitative Research Primary vs. Secondary
Advantages vs. Disadvantages
Evaluation Criteria
Internal vs. External
Qualitative Research
Depth Interviews
Projective Techniques
Focus Groups

2. Secondary Data
Data gathered and recorded by someone else prior to and for a purpose other than the current project.
Is often:
Historical
Already assembled
Needs no access to subjects

3. Common Research Objectives for Secondary Data Studies
Fact Finding - Identifying consumption patterns
- Tracking trends
Model building - Estimating market potential
- Forecasting sales
- Selecting trade areas and sites
Data Base - Development of Prospect Lists
Marketing - Enhancement of Customer Lists

4. Advantages of Secondary Data
Inexpensive
Obtained Rapidly
Information is not Otherwise Accessible
Can Provide Insights for more formal research

5. Disadvantages of Secondary Data
Uncertain Accuracy
Data Not Consistent with Needs
Inappropriate Units of Measurement
Time Period Inappropriate (Dated)

6. What Criteria should be used to evaluate the applicability of Secondary data?

7. Evaluating Secondary Data
Does the data help to
answer questions
set out in the
problem definition?
Applicability
to project
objectives
Does the data apply to
the time period of
interest?
Does the data apply to
the population of
interest?

8. Evaluating Secondary Data (continued)
Do the other terms
and variable
classifications
presented apply?
Applicability
to project
objectives
Are the units of
measurement
comparable?
If possible, go to the
original source of the
data?
Accuracy
of the data

9. Evaluating Secondary Data (continued)
Is the cost of data
acquisition worth it?
Accuracy
of the data
Is there a possibility
of bias?
Can the accuracy of
data collection be
verified?

10. Internal Data Accounting information Sales information Backorders
Customer complaints

11. Data Mining
The automated extraction of hidden predictive information from large databases
E.g. Blockbuster mines its video rental history database to recommend rentals to individual customers

13. External Data
Created, recorded, or generated by an entity other than the researcher’s organization.

14. Sources of External Data
Libraries
The Internet
Vendors
Producers
Books and periodicals
Government
Trade associations
Newspapers and journals

15. Commercial Sources
Attitude and public opinion research—syndicated services report the findings of opinion polls
Consumption and purchase behavior data
Advertising research—readership and audience data
Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time

16. A Local health food store is interested in opening a branch near the SAIT campus.
What is your management problem?
What is the Research Problem?
What information would be needed
What Secondary sources of information are available to help you decide whether to open such a store
Identify the specific individuals you would want to consult with to help in this decision
Summarize the data that would bear on their decision on whether or not to open such a store.

17. Qualitative Research

18. Qualitative Research
What is Qualitative Research and why is there a need for it?
When are Qualitative Methods Used?
What are the Primary Qualitative research Methods?

19. Depth Interviews What is a depth Interview?
When is it most appropriate?
What are the Advantages and Disadvantages?

20. Projective Techniques
What are projective techniques
When are they Used
What are the advantages and disadvantages

21. Focus Groups How many focus groups should be held?
What is a focus Group
When should Focus groups be used?
How many focus groups should be held?
What are the advantages of focus groups?
What are the disadvantages?