Marlene Dumas ARTE344 Rachel Noteboom Sarah Ortinau Liz Gardona.
4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights...
-
Upload
roxanne-sutton -
Category
Documents
-
view
214 -
download
1
Transcript of 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights...
![Page 1: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/1.jpg)
4: Secondary Data and Sources
![Page 2: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/2.jpg)
4-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Assessing Quality of Secondary Data
PurposeAccuracyConsistency
CredibilityMethodologyBias
![Page 3: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/3.jpg)
4-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Nature and Scope of Secondary Data
Internal External
![Page 4: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/4.jpg)
4-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Some Sources of Internal Secondary Data
Sales invoices Sales activity
reportsOnline
registrationsWarranty cardsClickstream DataOnline Analytics
(i.e. Google Analytics)
Customer letters/ comments / e-mailsSocial Media data (“found data”)Warranty cardsPast studiesOther
![Page 5: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/5.jpg)
4-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Store Audits
Examination of how much of a particular product or brand has sold at retailProduct sales in relation to competitionEffectiveness of shelf space/POP displaysSales at various price pointsEffectiveness of POS and non-POS offersSales by store type, location, channel, etc.
![Page 6: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/6.jpg)
4-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Primary Sources of External Data
Published data
Compileddata (fee)
Data availablein online
databases
![Page 7: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/7.jpg)
4-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
External Secondary Data Sources
Government Studies & Reports (i.e. census data)
Business sourcesEditors and Publishers Market GuideSource Book of Demographics and Buying
Power for Every Zip Code in the USAIDS and Gartner Group (technology)Neilsen/IRI (consumer products & media)
![Page 8: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/8.jpg)
4-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
External Secondary Data Sources, cont.
Statistical sources of informationStandard and Poor’s Industrial SurveysAmerican Statistics IndexStatistical Reference Index
Commercial publications and newspapers (WSJ, NYT)
![Page 9: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/9.jpg)
4-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Syndicated Sources
Commercial vendors collect information and sell the reports
80%+ of firms said they purchase and use reportsspend 10 hours per week analyzing this
informationspend an annual average of $15,000 on
syndicated sources
![Page 10: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/10.jpg)
4-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Consumer Panels
BenefitsLower cost than
other methodsRapid availability
and timelinessAccurate reporting
of sensitive purchases
High level of specificity
RisksSampling error (low minority representation)Turnover of panel membersResponse bias – “inbreeding” effects
![Page 11: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/11.jpg)
4-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
NPD Group
![Page 12: 4: Secondary Data and Sources. 4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials.](https://reader030.fdocuments.net/reader030/viewer/2022032804/56649e465503460f94b3af74/html5/thumbnails/12.jpg)
4-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Neilsen Panels