Chapter Four Exploratory Research Design Secondary Data Copyright

Chapter Four Exploratory Research Design: Secondary Data Copyright © 2010 Pearson Education, Inc. 4 -1

Chapter Outline 1) Overview 2) Primary Versus Secondary Data 3) Advantages & Uses of Secondary Data 4) Types of Secondary Data Copyright © 2010 Pearson Education, Inc. 4 -2

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 that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. Copyright © 2010 Pearson Education, Inc. 4 -3

A Comparison of Primary & Secondary Data Table 4. 1 Collection purpose process cost time Primary Data Secondary Data For the problem at hand Very involved High Long For other problems Rapid & easy Relatively low Short Copyright © 2010 Pearson Education, Inc. 4 -4

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 Copyright © 2010 Pearson Education, Inc. 4 -5

Criteria for Evaluating Secondary Data Table 4. 2 Criteria Issues Specifications Data collection method, response & Methodology rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork. Examine errors in approach, Error & research design, sampling, data Accuracy collection & analysis, & reporting. Currency Objective Nature Dependability Time lag between collection & publication, frequency of updates. Why were the data collected? Definition of key variables, units of measurement, categories used, relationships examined. Expertise, credibility, reputation, and trustworthiness of the source. Copyright © 2010 Pearson Education, Inc. Remarks Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources. Census data are updated by syndicated firms. The objective determines the relevance of data. Reconfigure the data to increase their usefulness. Data should be obtained from an original source. 4 -6

A Classification of Secondary Data Fig. 4. 1 Secondary Data Internal Ready to Use Requires Further Processing Copyright © 2010 Pearson Education, Inc. External Published Materials Computerized Databases Syndicated Services 4 -7

Sources of Internal Secondary Data • Sales invoices • Accounts receivable reports • Quarterly sales reports • Sales activity reports • Online registration • Web data Copyright © 2010 Pearson Education, Inc. • Customer letters/ comments • Call center records • Mail-order forms • Credit applications • Warranty cards • Past studies • Sales person expense forms 4 -8

What can one learn from external secondary data? • • Demographic dimensions Employment characteristics Economic data Competitive characteristics Supply characteristics Regulations International market characteristics Copyright © 2010 Pearson Education, Inc. 4 -9

Government statistics · · · Trade associations differ widely in the extent of their data collection and information dissemination activities. At the very least one would normally expect that they would produce a trade directory and, perhaps, a yearbook. Commercial services Published market research reports and other publications are available from a wide range of organizations which charge for their information. Typically, marketing people are interested in media statistics and consumer information which has been obtained from large scale consumer or farmer panels. National and international institutions Bank economic reviews, university research reports, journals and articles are all useful sources to contact. International agencies such as World Bank, IMF, IFAD, UNDP, ITC, FAO and ILO produce a plethora of secondary data which can prove extremely useful to the marketing researcher. Copyright © 2010 Pearson Education, Inc. Population censuses Social surveys, family expenditure surveys Import/export statistics Production statistics Agricultural statistics. 4 -10

Turkish secondary data sources • • www. tuik. gov. tr Bakanlıklar Müsteşarlıklar (örn. www. dtm. org. tr) Devlet Planlama Teşkilatı Bakanlıklar ve bağlı kuruluşlar İhracatı Geliştirme Etüd Merkezi Odalar, borsalar, Sektörel birlik ve dernekler, TUSIAD. . . • Üniversite kütüphaneleri, veri tabanları • Konuya/sektöre göre değişmekle beraber daha onlarca… Copyright © 2010 Pearson Education, Inc. 4 -11

A Classification of Published Secondary Sources Fig. 4. 2 Published Secondary Data Government Sources General Business Sources Guides Directories Copyright © 2010 Pearson Education, Inc. Indexes Statistical Data Census Data Other Government Publications 4 -12

A Classification of Computerized Databases Fig. 4. 3 Computerized Databases Online Bibliographic Databases Numeric Databases Copyright © 2010 Pearson Education, Inc. Internet Full-Text Databases Off-Line Directory Databases Special. Purpose Databases 4 -13

Published External Secondary Sources 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 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, and Research Services Directory Indices • Helpful in locating information on a particular topic in several different publications Copyright © 2010 Pearson Education, Inc. 4 -14

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 Copyright © 2010 Pearson Education, Inc. 4 -15

Syndicated Services • Syndicated services are companies that collect and sell common pools of data of known commercial value designed to serve a number of clients • Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions) • Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services • Institutional data may be obtained from retailers, wholesalers, or industrial firms Copyright © 2010 Pearson Education, Inc. 4 -16

A Classification of Syndicated Services Fig. 4. 4 Households/ Consumers Copyright © 2010 Pearson Education, Inc. Unit of Measurement Institutions 4 -17

Table 4. 3 Overview of Syndicated Services Copyright © 2010 Pearson Education, Inc. 4 -18

Overview of Syndicated Services Table 4. 3 cont. Copyright © 2010 Pearson Education, Inc. 4 -19

Single-Source Data Single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort • Recruit a test panel of households and meter each home's TV sets • Survey households periodically on what they read • Grocery purchases are tracked by UPC scanners • Track retail data, such as sales, advertising, and promotion Copyright © 2010 Pearson Education, Inc. 4 -20

Consumer Panels • Benefits • Lower cost than other methods • Rapid availability and timeliness • Accurate reporting of sensitive purchases • High level of specificity e. g. www. agbnielsen. net Copyright © 2010 Pearson Education, Inc. • Risks • Sampling error (low minority representation) • Turnover of panel members • Response bias 4 -21

Store Audits • Examination of how much of a particular product or brand has sold at retail level • Product sales in relation to competition • Effectiveness of shelf space/POP displays • Sales at various price points • Effectiveness of coupons • Direct sales by store type, location, etc e. g. www. tr. nielsen. com Copyright © 2010 Pearson Education, Inc. 4 -22

Nielsen Retail Index https: //www. youtube. com/watch? v=7 wsk. Ks 85 Yu 8 Copyright © 2010 Pearson Education, Inc. 4 -23

A Classification of International Sources International Secondary Data Domestic Organizations in the home country Government Sources International Organizations in the home country Nongovernment Sources Copyright © 2010 Pearson Education, Inc. Governments Organizations in Foreign Countries International Organizations Trade Associations 4 -24

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. 4 -27