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6
Secondary Data
Research in a
Digital Age
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Cengage
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in part. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LEARNING OUTCOMES
1. Discuss the advantages and disadvantages of
using secondary data
2. Understand the typical objectives addressed
by secondary data
3. Identify various internal and proprietary
sources of secondary data
4. Give examples of various external sources of
secondary data
5. Describe the impact of single-source data and
globalization on secondary data research
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
Every (Virtual) Move You Make
• Privacy isn’t what it
used to be!
• People online are easier
to “watch” than ever
before.
• Businesses and
governments search
electronic records for
opportunities and
threats.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
Secondary Data in Marketing
Research
Secondary Data are data gathered and recorded by someone else
prior to and for a purpose other than the current project.
Advantages
Disadvantages
 Available
 Uncertain accuracy
 Faster and less expensive than
 Data not consistent with needs
acquiring primary data
 Requires no access to subjects
 Inexpensive—government data
is often free
 May provide information
otherwise not accessible
 Inappropriate units of
measurement
 Time period inappropriate
(outdated)
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Secondary Data in Research (cont’d)
• Units of Measurement
• Data transformation
• The process of changing the original form of the
data to a format suitable to achieve the research
objective.
• Reliability and Validity
• Cross-checks
• The comparison of data from one source with data
from another source to determine the similarity of
independent projects
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EXHIBIT
Evaluating Secondary Data
6.1
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6
EXHIBIT
Common Research Objectives for Secondary-Data Studies
6.2
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Fact-Finding
• Fact Finding
• Identification of consumer behavior for a
product category
• Trend 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.
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8
Does It Matter?
• Secondary research
shows that services and
value are most
important to
consumers.
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Model Building
• Model Building
• Estimating market potential for geographic areas
• Forecasting sales
• Analysis of trade areas and sites
• Site analysis techniques – 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.
• Advertising response
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
10
EXHIBIT
Secondary Data for Calculating an Index of Retail Saturation
6.5
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Data Mining
• Data Mining
• The use of powerful computers to dig through
volumes of data to discover patterns about an
organization’s customers and products; 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.
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12
Data Mining (cont’d)
• Market-Basket Analysis
• A form of data mining that analyzes
anonymous point-of-sale transaction
databases to identify coinciding purchases or
relationships between products purchased and
other retail shopping information.
• Customer Discovery
• Involves mining data to look for patterns
identifying who is likely to be a valuable
customer.
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13
Database Marketing and Customer
Relationship Management
• Database Marketing
• The use of customer relationship management (CRM)
databases to promote one-to-one relationships with
customers and create precisely targeted promotions.
• The practice of maintaining a customer database of:
• Names and addresses
• Past purchases
• Responses to past efforts
• Data from numerous other outside sources
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
14
What’s That Buzzing Sound?
• The Internet is filled
with billions of
consumer
conversations.
• Buzzmetrics monitors
Internet conversations
for firms.
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Sources of Internal Secondary Data
• Internal data
• Data that originate in the organization and represent
events recorded by or generated by the organization
• Proprietary Data
• Secondary data owned and controlled by the
organization
• Enterprise search
• A search driven by an Internet-type search engine that
focuses on data within an organization’s internal
network.
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Uncle Sam Finds You!
• The Department of
Defense’s Joint
Advertising, Market
Research & Studies
(JAMRS) project
operates over a dozen
research initiatives that
make data available to
military recruiters.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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External Secondary Data Sources
• External Data
• Generated or recorded by an entity other than the researcher’s
organization.
• Information as a product and its distribution
•
•
•
•
Libraries
Internet
Vendors
Producers
• Periodicals
• Government
• Media
• Trade associations
• Commercial sources
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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EXHIBIT
Selected Internet Sources for Secondary Data
6.6
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19
Commercial Sources
• Market-share data
• Consumer attitude and public opinion
research
• Consumption and purchase behavior data
• Advertising research
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Single-Source and Global Research
Data
• Single-Source Data
• Diverse types of data offered by a single company.
• Usually integrated on the basis of a common variable
(i.e., geographic area or store).
• Government Agencies
• Global secondary data
• Typical limitations of secondary data
• Additional pitfalls
– Unavailable in some countries
– Questionable accuracy (political influences)
– Lack of standardized research terminology
• CIA’s World Factbook; National Trade Data Bank
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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EXHIBIT
Examples of Single-Source Databases
6.7
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22
Example of information from
fedstats.gov
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EXHIBIT
Some Example Sources of Global Marketing Information
6.8
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