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Published byVirginia Jones Modified over 9 years ago
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Exploring Marketing Research William G. Zikmund
Chapter 7: Secondary Data Research in a Digital Age
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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
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Advantages of Secondary Data
Inexpensive Obtained Rapidly Information is not Otherwise Accessible
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Government Data Is Often Free
Copyright © 2000 by Harcourt, Inc. All rights reserved.
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Disadvantages of Secondary Data
Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated)
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Secondary Data may be Dated
The Economic Census profiles the U.S. economy every 5 years, from the national to the local level.
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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?
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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
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Is the cost of data acquisition worth it? Is there a possibility
Accuracy of the data Is there a possibility of bias? Can the accuracy of data collection be verified?
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Objectives for Secondary Data Studies
Fact Finding Model Building Data Based Marketing
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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 Marketing - Development of Prospect Lists - Enhancement of Customer Lists
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Fact Finding Identify consumer behavior Trend analysis
Environmental scanning
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Model Building Market potential Forecasting sales
Analysis of trade areas
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Data Based Marketing Practice of maintaining a customer data base
Names Addresses Past purchases Responses to past efforts Data from numerous sources
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Internal Data Internal and proprietary data is more descriptive
Accounting information Sales information Backorders Customer complaints
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Data Mining
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Traditional Distribution
Indirect Channel Using Intermediary Information Producer (Federal Government) Library (Storage of government documents and books) Company User
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Traditional Distribution
Direct Channel Information Producer (Federal Government) Company User
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Direct, Computerized Distribution Using Intermediary
Information producer’s (Just-in-time inventory partner) computerized database Company user
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Modern Distribution of Secondary Data
Information producer A (Federal government- census data) Information producer B (Grocery store-retail scanner data) Information producer C (Audience research company- television viewing data) Vendor/external distributor (Computerized database integrating all three data sources for any geographic area) Information producer A (Federal government- census data)
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External Data Created, recorded, or generated by an entity other than the researcher’s organization Government Trade associations Newspapers and journals
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External Data Libraries The Internet Vendors Producers
Books and periodicals
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External Data Government sources Media sources Commercial sources
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Government Sources
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U.S. Population by Race and Hispanic Origin, July 1, 1997
(in thousands) White Black American Indian Asian & Pacific & Alaska Native Islander non-Hispanic , , , ,532 Hispanic , ,
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Race and Ethnicity The race and Hispanic origin categories used by the Census Bureau are mandated by Office of Management and Budget All federal record keeping and data presentation to use four race categories (White, Black, American Indian and Alaska Native, Asian and Pacific Islander) and two ethnicity categories (Hispanic, non-Hispanic). These classifications are not intended to be scientific in nature, but are designed to promote consistency in federal record keeping and data presentation.
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Commercial Sources Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time Demographic and census updates—many organizations supply census updates, in easy-to-use or custom formats
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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
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Single Source Data Diverse types of data offered from a single source
- e.g., television viewing and scanner purchase data - e.g., Prizim and ClusterPlus
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Global Secondary Data Typical limitations Additional pitfalls
Unavailable Questionable accuracy Lack of standardized terminology
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