Agenda

Secondary Data

Primary vs. Secondary

Advantages vs. Disadvantages

Evaluation Criteria

Internal vs. External

Qualitative Research

Depth Interviews

Projective Techniques

Focus Groups

Secondary Data

Data gathered and recorded by someone else prior to and for a purpose other than the current project.

Is often:

• Historical

• Already assembled

• Needs no access to subjects

Fact Finding - Identifying consumption patterns- Tracking trends

Model building - Estimating market potential- Forecasting sales- Selecting trade areas and sites

Data Base - Development of Prospect ListsMarketing - Enhancement of Customer Lists

Common Research Objectives for Secondary Data Studies

Advantages of Secondary Data

Inexpensive

Obtained Rapidly

Information is not Otherwise Accessible

Can Provide Insights for more formal research

Disadvantages of Secondary Data

Uncertain Accuracy

Data Not Consistent with Needs

Inappropriate Units of Measurement

Time Period Inappropriate (Dated)

What Criteria should be used to evaluate the applicability of Secondary data?

Evaluating Secondary Data

Does the data help to answer questions set out in the problem definition?

Does the data apply tothe time period of interest?

Does the data apply tothe population of interest?

Applicabilityto projectobjectives

Do the other terms and variable classifications presented apply?

Are the units ofmeasurement comparable?

If possible, go to the original source of thedata?

Evaluating Secondary Data (continued)

Applicabilityto projectobjectives

Accuracyof the data

Is the cost of dataacquisition worth it?

Accuracyof the data

Is there a possibility of bias?

Can the accuracy of data collection be verified?

Evaluating Secondary Data (continued)

Internal Data

Accounting information

Sales information

Backorders

Customer complaints

Data MiningThe automated extraction of hidden predictive information from large databases

E.g. Blockbuster mines its video rental history database to recommend rentals to individual customers

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External Data

Created, recorded, or generated by an entity other than the researcher’s organization.

Sources of External Data Libraries The Internet Vendors Producers Books and periodicals Government Trade associations Newspapers and journals

Commercial Sources Attitude and public opinion research—syndicated

services report the findings of opinion polls

Consumption and purchase behavior data

Advertising research—readership and audience data

Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time

A Local health food store is interested in opening a branch near the SAIT campus.

What is your management problem?

What is the Research Problem?

What information would be needed

What Secondary sources of information are available to help you decide whether to open such a store

Identify the specific individuals you would want to consult with to help in this decision

Summarize the data that would bear on their decision on whether or not to open such a store.

Qualitative Research

What is Qualitative Research and why is there a need for it?

When are Qualitative Methods Used?

What are the Primary Qualitative research Methods?

Qualitative Research

Depth Interviews

What is a depth Interview?

When is it most appropriate?

What are the Advantages and Disadvantages?

Projective Techniques

What are projective techniques

When are they Used

What are the advantages and disadvantages

When should Focus groups be used?

How many focus groups should be held?

What are the advantages of focus groups?

What are the disadvantages?

Focus Groups What is a focus Group