Download Establish the research parameters

Chapter Four
Primary Data or Secondary
Data:
A Case for the Latter
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-1
Learning Objectives
 Distinguish between primary and
secondary data, and its sources—used
by decision makers and researchers to
solve problems
 Understand how secondary data fit into
the marketing research process
 Demonstrate how secondary data can
be used to solve problems
 List sources of traditional internal
secondary data
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-2
Learning Objectives
 Demonstrate how to obtain external
sources of secondary data
 List sources of external secondary data
 Understand the availability and use of
syndicated sources of secondary data
 Understand the changing focus of
secondary data use
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-3
Introduction
PHASE I:
Establish the
research parameters
Marketing Research
Step 2:
Assess the data needs
 The researcher must decide what
sources would be most appropriate for
providing the necessary data
 Determine whether data already exists that
can address the specific research objective
 Decide which primary and secondary data
sources are most appropriate for addressing
the stated marketing research questions
 Evaluate the differences between secondary
and primary data, their sources and utilisation
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-4
Introduction
PHASE I:
Establish the
research parameters
Marketing Research
Step 2:
Assess the data needs
 Determine the data needs
 Determine the data needed to execute the
research
 Assess what types of information source would
be most appropriate
 Determine whether the data can be
collected at all
 Evaluate data availability and quality
 Can the specific research question be
addressed with existing data?
 Does the question require new, firsthand data?
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-5
Phase I: Establish the Research
Parameters—Chapter Overview
PHASE I:
Establish the
research parameters
Marketing Research
Step 2:
Assess the data needs
 Tasks in Step 2
 Evaluate the types and sources of data
 Describe secondary data and its role in
marketing research
 Highlight the use and evaluation of
secondary data sources
 Detail internal sources of secondary data
 Detail external sources of secondary data
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Evaluate the Types and
Sources of Data
 Classification of data is based on
three fundamental dimensions:
 The extent to which the data exist in some
recognisable format
 The degree to which the data have been
interpreted
 The extent to which it is understood why
the data were collected and assembled
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Evaluate the types and
sources of data
 Classification typically falls into two
categories
 Secondary data
 That which has been generated at least once for
some particular reason other than the current
one
 Primary data
 That which has been derived through a
formalised process for a specific, new problem
situation
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Describe Secondary Data and
its Role in Marketing Research
 The nature and scope of secondary
data includes:
 Customer knowledge data
 Internal secondary data
 External secondary data
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Describe Secondary Data and
its Role in Marketing Research
 Secondary data can:
 Save time and costs if appropriately
selected for specific situations
 Serve as the starting point for actual
research
 Assist in achieving focus and value in
some functional roles—Exhibit 4.1, page
92
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-10
Highlight the Use and Evaluation
of Secondary Data Sources
 Secondary data:
 Can save time and costs
 Because of this, all potential secondary
data sources should first be considered
 Is becoming adequate in many
circumstances due to information
abundance
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-11
Highlight the Use and Evaluation
of Secondary Data Sources
 Secondary data should be assessed
according to 6 fundamental
principles:
1 Purpose
2 Accuracy
3 Consistency
4 Credibility
5 Methodology
6 Bias
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
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Detail Internal Sources of
Secondary Data
 Internal information is the logical
starting point for the secondary data
search
 Sources can include:




Sales invoices
Accounts receivable reports
Quarterly sales reports
Sales activity reports
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-13
Detail External Sources of
Secondary Data
 External information is the next logical
source in the secondary data search
 Sources can include:
 Published data
 External data compiled from commercial sources
 Data contained in databases through agencies or
vendors
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-14
Detail External Sources of
Secondary Data
 Planning the external secondary data
search entails:
 Developing a research procedure:






Establish goals
Develop objectives
Define specific information characteristics
Outline specific research activities
Establish reliability
Document using tabulation mechanisms
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-15
Detail External Sources of
Secondary Data
 Key sources of external secondary data
include:
 Standard International Trade Classification
(SITC)
 Government documents
 Key sources of syndicated secondary
data include:
 Consumer panels
 Store audits
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
4-16