Primary and Secondary Data Chapter 06 Types of

Types of Primary Data generally obtained w w w w Demographics / Socioeconomic characteristics

Life-Style Dimensions Activities Work Hobbies Social events Location Entertainment Community Shopping Sports Interests Family

Approaches to measure Awareness w Unaided Recall – without given clues consumers are asked

Attitudes w Attitudes described as the forerunners of behavior w Direction w Intensity w

Awareness w w w w w The product Features Availability Price Manufacturer Where it

Behavior purchase behavior What How much How Where When In what situation Who use

The Hierarchy of Effects Model w Awareness w Knowledge w Liking w Preference w

Advantages and Disadvantages of Secondary Data w Benefits n n Low cost Less effort

Types of Secondary Data w Census and Registration data w Publicly circulated reports of

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Primary and Secondary Data Chapter 06

Types of Primary Data generally obtained w w w w Demographics / Socioeconomic characteristics Psychological and Lifestyle characteristics Awareness and Knowledge Attitudes and Opinions Intentions Motivation Behavior

Life-Style Dimensions Activities Work Hobbies Social events Location Entertainment Community Shopping Sports Interests Family Home Achievements Community Recreation Fashion Food Media Opinions Themselves Social issues Politics Business Economics Education Products Culture

Approaches to measure Awareness w Unaided Recall – without given clues consumers are asked to recall what advertisements they have seen recently. Prompting is not used since by doing that the researcher might incorporate in respondents the tendency to remember more or less in that product category w Aided Recall – consumers are given some prompting typically in the form of questions about advertisements and related information that did not appear clearly as to gauge their notification w Recognition – showing copies of actual advertisements and asking whether or not they remember seeing each one.

Attitudes w Attitudes described as the forerunners of behavior w Direction w Intensity w Stability w Generalizablity

Awareness w w w w w The product Features Availability Price Manufacturer Where it is made How it is used Purpose USP – unique selling proposition

Behavior purchase behavior What How much How Where When In what situation Who use behavior

The Hierarchy of Effects Model w Awareness w Knowledge w Liking w Preference w Commitment – intentions to purchase w Conviction – loyalty patterns

Advantages and Disadvantages of Secondary Data w Benefits n n Low cost Less effort expended Less time taken Extra information can be gauged easily w Limitations n n Collected for some other purpose Lack of control over data collection Problem of obsolescence Too much assumptious

Types of Secondary Data w Census and Registration data w Publicly circulated reports of individual projects w Commercial information w Databases w Trade associations w Published statistics