Copyright © 2008 by Nelson, a division of Thomson Canada Limited SECONDARY DATA RESEARCH IN A DIGITAL AGE Chapter 6 Part 2 Designing Research Studies

Copyright © 2008 by Nelson, a division of Thomson Canada Limited

SECONDARY DATA RESEARCH IN A

DIGITAL AGE Chapter

6

Part 2

Designing Research Studies

LEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVES

1. To discuss the advantages and disadvantages of secondary data

2. To give typical examples of secondary data analysis conducted by marketing managers

3. To understand the nature of model building with secondary data

4. To discuss and give examples of the various internal and proprietary sources of secondary data

5. To discuss the channels of distribution for external sources of secondary data

What you will learn in this chapter

Copyright © 2008 by Nelson, a division of Thomson Canada Limited 6–1

LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)

6. To identify and give examples of various external sources of secondary data

What you will learn in this chapter


• Secondary DataSecondary DataData that have been previously collected for some

purpose other than the one at hand

• Advantages Advantages AvailabilityInexpensiveObtained rapidly

Many of the activities normally associated with primary data collection (for example, sampling and data processing) are eliminated

Information is not otherwise accessible

Secondary Data ResearchSecondary Data ResearchSecondary Data ResearchSecondary Data Research


• DisadvantagesDisadvantagesNot designed specifically to meet researchers’ needsTime period inappropriate (outdated)Inappropriate units of measurement

Data conversion: The process of changing the original form of the data to a format suitable to achieve the research objective, also called data transformation

Uncertain accuracy Cross-checks: The comparison of data from one source

with data from another source to determine the similarity of independent projects

Secondary Data Research (cont’d)Secondary Data Research (cont’d)Secondary Data Research (cont’d)Secondary Data Research (cont’d)


Typical Objectives for Secondary Data Typical Objectives for Secondary Data Research DesignsResearch DesignsTypical Objectives for Secondary Data Typical Objectives for Secondary Data Research DesignsResearch Designs

• Fact-FindingFact-FindingIdentification of consumer behaviour for a product

categoryTrend analysis

Market tracking: The observation and analysis of trends in industry volume and brand share over time

Environmental scanning Information gathering and fact-finding that is designed to

detect indications of environmental changes in their initial stages of development


Typical Objectives for Secondary Data Typical Objectives for Secondary Data Research Designs (cont’d)Research Designs (cont’d)Typical Objectives for Secondary Data Typical Objectives for Secondary Data Research Designs (cont’d)Research Designs (cont’d)

• Model BuildingModel BuildingThe use of secondary data to help specify

relationships between two or more variables. Model building can involve the development of descriptive or predictive equations

Estimating market potential for geographic areasForecasting sales



• Model Building (cont’d)Model Building (cont’d)Analysis of trade areas and sites

Site analysis techniques: Techniques that use secondary data to select the best location for retail or wholesale operations

Index of retail saturation: A calculation that describes the relationship between retail demand and supply



• Data MiningData MiningThe use of powerful computers to dig through

volumes of data to discover patterns about an organization’s customers and products. It is a broad term that applies to many different forms of analysis

Neural network A form of artificial intelligence in which a computer is

programmed to mimic the way that human brains process information



• Customer Relationship Management Customer Relationship Management A decision support system that manages the

interactions between an organization and its customers

A CRM maintains customer databases containing customers’ names, addresses, phone numbers, past purchases, responses to past promotional offers, demographics, financial data

• Database Marketing Database Marketing The use of CRM databases to promote one-to-one

relationships with customers and create precisely targeted promotions


Sources of Secondary DataSources of Secondary DataSources of Secondary DataSources of Secondary Data

• Internal and Proprietary DataInternal and Proprietary DataSecondary data that originate inside the organization

• Internal and Proprietary Data SourcesInternal and Proprietary Data SourcesSales information and backordersCustomer complaints, service records, warranty card

returns

• External Data: The Distribution SystemExternal Data: The Distribution SystemExternal data

Data created, recorded, or generated by an entity other than the researcher’s organization


Sources of Secondary Data (cont’d)Sources of Secondary Data (cont’d)Sources of Secondary Data (cont’d)Sources of Secondary Data (cont’d)

• Information as a Product and Its Distribution Information as a Product and Its Distribution Channels:Channels:LibrariesThe InternetVendorsProducers


Single-Source Data-Integrated InformationSingle-Source Data-Integrated InformationSingle-Source Data-Integrated InformationSingle-Source Data-Integrated Information

• Single-Source DataSingle-Source DataDiverse types of data offered by a single company.

The data are usually integrated on the basis of a common variable such as geographic area or store


Sources for Global ResearchSources for Global ResearchSources for Global ResearchSources for Global Research

• Global Secondary DataGlobal Secondary DataTypical limitations of secondary dataAdditional pitfalls

Unavailable in some countries Questionable accuracy Lack of standardized research terminology


Documents

Copyright © 2008 by Nelson, a division of Thomson Canada Limited SECONDARY DATA RESEARCH IN A DIGITAL AGE Chapter 6 Part 2 Designing Research Studies