1. MARKETING RESEARCH CHAPTERS
4: Exploratory Research Design: Secondary Data
5. Exploratory Research Design: Syndicated Sources of Secondary Data
6. Exploratory Research: Qualitative Research

2. Primary vs Secondary Data
Exploratory research is used to gather insight.
Often, secondary data sources are used. Secondary data represent any data that have already been collected for purposes other than the problem at hand.
Primary data are new data you collect to help solve the problem at hand.

3. . Table 4.1 A Comparison of Primary and Secondary Data Primary Data
Collection purpose
For the problem
at hand
For other problems
Collection process
Very involved
Rapid and easy
Collection cost
High
Relatively low
Collection time
Long
Short .

4. Primary vs Secondary Data: Advantages of Secondary Data
Identify problem
Better understand the problem
Develop an approach to the problem
Formulate an appropriate research design
Help answer research questions and help formulate hypotheses
Interpret primary data with more insight

5. Primary vs Secondary Data: Problems of Secondary Data
Must identify the methodology used to collect the secondary data.
Must check the accuracy of the data.
Must check the timeliness of the data
Must check the purpose for which the data were collected.
Must understand the content of the data.
Must assess the dependability of the data.

6. Primary vs Secondary Data:Types and Sources
Ready to Use
Syndicated
External
Internal
Requires Further Processing
Published
Computerized

7. Primary vs Secondary Data:Types and Sources: Continued
Database marketing involves using computers to capture and track customer profiles and purchase detail.
Some of these give free access and others are syndicated. Some may give customized reports for which you must pay.

8. Computerized Databases
Online
Offline
Special Purpose Databases
Directory Databases
Full-Text
Databases
Bibliographic
Numeric Databases
Figure 4.6 A Classification of Computerized Databases

9. 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.

10. Primary vs Secondary Data:Types and Sources: Continued
You may go online to investigate some of these databases:

11. 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

12. Primary vs Secondary Data:Types and Sources: Continued
General Business Data
Government Sources
Internet Databases
Offline Databases

14. Exploratory Research Design: Syndicated Sources of Secondary Data
Syndicated sources are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients, including competing firms in the same industry.

15. Exploratory Research Design: Syndicated Sources of Secondary Data-Types
Surveys
Diary purchase panels
Diary media panels
Scanner volume tracking
Scanner diary panels with cable tv
Audit services

16. Syndicated Services

18. Exploratory Research Design: Qualitative Research
Qualitative Research: an unstructured, exploratory research methodology based upon small samples, which provides insights and understanding of the problem setting.
Quantitative Research: a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis

19. Qualitative vs Quantitative
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Objective
Sample
Data Collection
Data Analysis
Outcome

20. Exploratory Research Design: Qualitative Research
Qualitative Research Procedures
Direct
Indirect
Focus Groups
Depth Interviews
Projective Techniques
Completion
Construction
Expressive
Association

21. Focus Groups Group Size 8-12
Group Composition Homogeneous, respondents, prescreened
Physical Setting Relaxed, informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal, and communication skills of the
moderator

22. State the Objectives/Questions to be Answered by Focus Groups
Procedure for Planning and Conducting Focus Groups
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
State the Objectives/Questions to be Answered by Focus Groups
Write a Screening Questionnaire
Develop a Moderator’s Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action

23. Variations in Focus Groups
Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics.
Client-participant groups. Client personnel are identified and made part of the discussion group.
Mini groups. These groups consist of a moderator and only 4 or 5 respondents.
Tele-session groups. Focus group sessions by phone using the conference call technique.
Online Focus groups. Focus groups conducted online over the Internet.