1. Exploring Marketing Research William G. Zikmund
Chapter 7:
Secondary Data
Research in a Digital Age

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. Advantages of Secondary Data
Inexpensive
Obtained Rapidly
Information is not Otherwise Accessible

4. Government Data Is Often Free
Copyright © 2000 by Harcourt, Inc. All rights reserved.

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

6. Secondary Data may be Dated
The Economic Census profiles the U.S. economy every 5 years, from the national to the local level.

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. 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?

10. Objectives for Secondary Data Studies
Fact Finding
Model Building
Data Based Marketing

11. 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

12. Fact Finding Identify consumer behavior Trend analysis
Environmental scanning

13. Model Building Market potential Forecasting sales
Analysis of trade areas

14. Data Based Marketing Practice of maintaining a customer data base
Names
Addresses
Past purchases
Responses to past efforts
Data from numerous sources

15. Internal Data Internal and proprietary data is more descriptive
Accounting information
Sales information
Backorders
Customer complaints

16. Data Mining

17. Traditional Distribution
Indirect Channel Using Intermediary
Information Producer
(Federal Government)
Library
(Storage of
government
documents
and books)
Company User

18. Traditional Distribution
Direct Channel
Information Producer
(Federal Government)
Company User

19. Direct, Computerized Distribution Using Intermediary
Information producer’s
(Just-in-time inventory partner)
computerized database
Company user

20. 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)

21. External Data
Created, recorded, or generated by an entity other than the researcher’s organization
Government
Trade associations
Newspapers and journals

22. External Data Libraries The Internet Vendors Producers
Books and periodicals

23. External Data
Government sources
Media sources
Commercial sources

24. Government Sources

25. 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 , ,

26. 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.

27. 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

28. 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

29. 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

30. Global Secondary Data Typical limitations Additional pitfalls
Unavailable
Questionable accuracy
Lack of standardized terminology