1. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-1 Chapter Four Exploratory Research Design: Secondary Data

2. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-2 Figure 4.1 Relationship of Secondary Data to the Previous Chapters and the Marketing Research Process Focus of this Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Secondary Data The Internet as a Source of Marketing Research Information (Chapter 1) Tasks Involved in Problem Definition and Developing an Approach (Chapter 2) Exploratory Research Design (Chapter 3) Descriptive Research Design (Chapter 3) Problem Definition Approach to Problem Field Work Data Preparation and Analysis Report Preparation and Presentation Research Design

3. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-3 Application to Contemporary Issues TechnologyEthicsInternational Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do? Primary versus Secondary Data Advantages and Uses of Secondary Data Disadvantages of Secondary Data Criteria for Evaluating Secondary Data Table 4.2 Table 4.1 Figure 4.2 Secondary Data: An Overview

4. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-4 Application to Contemporary Issues (Fig 4.7) TechnologyEthicsInternational (Fig 4.8) Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do? Classification of Secondary Data Internal Secondary Data Published Secondary Data Computerized Databases Figure 4.3 Database Marketing Figures 4.4, 4.5 General Business Sources Government Sources Figure 4.6 OnlineInternet Offline Combining Internal and External Secondary Data Figure 4.2 Secondary Data: An Overview (cont) Data Mining & CRM

5. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-5 Primary vs. Secondary Data Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1). Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

6. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-6 Primary DataSecondary Data Collection purpose For the problem at hand For other problems Collection processVery involvedRapid and easy Collection costHighRelatively low Collection timeLongShort Table 4.1 A Comparison of Primary and Secondary Data

7. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-7 Uses of Secondary Data Identify the problem Better define the problem Develop an approach to the problem Formulate an appropriate research design (for example, by identifying the key variables) Answer certain research questions and test some hypotheses Interpret primary data more insightfully

8. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-8 Criteria for Evaluating Secondary Data Specifications: Methodology Used to Collect the Data Error: Accuracy of the Data Currency: When the Data Were Collected Objective(s): The Purpose for Which the Data Were Collected Nature: The Content of the Data Dependability: Overall, How Dependable Are the Data

9. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-9 CriteriaIssuesRemarks Specifications/ Methodology Data collection method Response rate Quality of data Sampling technique Sample size Questionnaire design Field work Data analysis Data should be reliable, valid, and generalizable to the problem at hand. ErrorExamine errors in: Approach, Research design, Sampling, Data collection, Data analysis, Reporting Assess accuracy by comparing data from different sources. CurrencyTime lag between collection and publication Frequency of updates Census data are periodically updated by syndicated firms. Table 4.2 Criteria for Evaluating Secondary Data

10. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-10 CriteriaIssuesRemarks ObjectiveWhy were the data collected? The objective will determine the relevance of data. NatureDefinition of key variables Units of measurement Categories used Relationships examined Reconfigure the data to increase their usefulness, if possible. DependabilityExpertise, credibility, reputation, and trustworthiness of the source. Data should be obtained from an original rather than an acquired source. Table 4.2 (Cont.) Criteria for Evaluating Secondary Data

11. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-11 Figure 4.3 A Classification of Secondary Data Secondary Data Internal Requires Further Processing Ready to Use Published Materials Computerized Databases Syndicated Services External

12. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-12 Internal Secondary Data Department Store Project Sales were analyzed to obtain: Sales by product line Sales by major department (e.g., men's wear, house wares) Sales by specific stores Sales by geographical region Sales by cash versus credit purchases Sales in specific time periods Sales by size of purchase Sales trends in many of these classifications were also examined

13. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-13 Type of Individual/Household Level Data Available from Syndicated Firms I.Demographic Data - Identification (name, address, telephone) - Sex - Marital status - Names of family members - Age (including ages of family members) - Income - Occupation - Number of children present - Home ownership - Length of residence - Number and make of cars owned

14. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-14 Type of Individual/Household Level Data Available from Syndicated Firms (Cont.) II.Psychographic Lifestyle Data - Interest in golf - Interest in winter skiing - Interest in book reading - Interest in running - Interest in bicycling - Interest in pets - Interest in fishing - Interest in electronics - Interest in cable television There are also firms such as Dun & Bradstreet and American Business Information, which collect demographic data on businesses.

15. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-15 Published Secondary Data General Business Sources Other Government Publications Census Data Government Sources Figure 4.4 A Classification of Published Secondary Sources Guides Directories Indices Statistical Data

16. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-16 Published External Secondary Data Guides An excellent source of standard or recurring information Helpful in identifying other important sources of directories, trade associations, and trade publications One of the first sources a researcher should consult Examples: Business Information Sources, Encyclopedia of Business Information Sources Directories Helpful for identifying individuals or organizations that collect specific data Examples: Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys Indices Helpful in locating information on a particular topic in several different publications Examples: Business Index, Business Periodical Index

17. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-17 Center City Fulton County Dekalb County Cobb County Gwinnett County Center City Census Tract Block GroupBlock City Figure 4.5 Geographic Subdivision of an MSA

18. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-18 Internet Computerized Databases Online Offline Special Purpose Databases Directory Databases Full-Text Databases Bibliographic Databases Numeric Databases Figure 4.6 A Classification of Computerized Databases

19. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-19 Classification of Computerized Databases Bibliographic databases are composed of citations to articles. Numeric databases contain numerical and statistical information. Full-text databases contain the complete text of the source documents comprising the database. Directory databases provide information on individuals, organizations, and services. Special-purpose databases provide specialized information.

20. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-20

21. © 2009 Pearson Education, Inc publishing as Prentice Hall 4-21 International Secondary Data Domestic Organizations in the United States International Organizations in the United States Organizations in Foreign Countries Trade Associations International Organizations Nongovernment Sources Government Sources Governments Figure 4.8 Sources of Secondary Data for International Marketing Research