Exploratory RD AMR FINAL
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Transcript of Exploratory RD AMR FINAL
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Exploratory Research
Design:
Secondary Data
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Select any product of a company of yourchoice and assume that you are a
consultant to the company working on amarketing research project.
a) Use the online databases in your library tocompile a list of articles related to the
company and industry during the pastyears.
b) Visit the companies site and compare theinformation available on the product.
c) Based on the information collected from theinternet, write a research report on theenvironmental context surrounding product.
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Primary Vs. Secondary Data
Primary data are originated by a
researcher for the specific purpose of
addressing the problem at hand. The
collection of primary data involves all sixsteps of the marketing research process
(Chapter 1).
Secondary data are data that have
already been collected for purposes other
than the problem at hand. These data can
be located quickly and inexpensively.
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A Comparison ofPrimary &
Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid & easy
Collection cost High Relatively lowCollection time Long Short
Table 4.1
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Uses of Secondary Data
Identify the problem
Better define the problem
Develop an approach to the problem Formulate an appropriate research design (for
example, by identifying the key variables)
Answer certain research questions and testsome hypotheses
Interpret primary data more insightfully
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A Classification of Secondary Data
Secondary Data
Ready toUse
RequiresFurther
Processing
PublishedMaterials
ComputerizedDatabases
SyndicatedServices
Internal External
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Internal Secondary Data
Department Store ProjectSales were analyzed to obtain: Sales by product line
Sales by major department (e.g., men's wear,
house wares) Sales by specific stores
Sales by geographical region
Sales by cash versus credit purchases
Sales in specific time periods Sales by size of purchase
Sales trends in many of these classificationswere also examined
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Type of Individual/Household Level DataAvailable from Syndicated Firms
I. Demographic Data- Identification (name, address, email,telephone)
- Sex
- Marital status- Names of family members
- Age (including ages of family members)
- Income
- Occupation- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned
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Type of Individual/Household Level
Data Available from Syndicated Firms
II. Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing- Interest in electronics
- Interest in cable television
There are also firms such as Dun & Bradstreet and AmericanBusiness Information which collect demographic data on businesses.
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A Classification ofPublished
Secondary Sources
StatisticalData
Guides Directories Indexes CensusData
OtherGovernmentPublications
Published SecondaryData
General BusinessSources
GovernmentSources
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A Classification of Computerized
Databases
BibliographicDatabases
NumericDatabases
Full-TextDatabases
DirectoryDatabases
Special-Purpose
Databases
ComputerizedDatabases
Online Off-LineInternet
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Published External Secondary
SourcesGuides An excellent source of standard or recurring information Helpful in identifying other important sources of
directories, trade associations, and trade publications One of the first sources a researcher should consult
Directories Helpful for identifying individuals or organizations that
collect specific data Examples: Consultants and Consulting Organizations
Directory, Encyclopedia ofAssociations, FINDEX: TheDirectory of Market Research Reports, Studies andSurveys, and Research Services Directory
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Indices Helpful in locating information on a
particular topic in several differentpublications
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Classification of Computerized
Databases
Bibliographic databases are composed of
citations to articles
Numeric databases contain numerical andstatistical information
Full-text databases contain the complete text of
the source documents comprising the database
Directory databases provide information onindividuals, organizations, and services
Special-purpose databases provide specialized
information
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Syndicated Services
Companies that collect and sell common pools of data
of known commercial value designed to serve a
number of clients
Syndicated sources can be classified based on the
unit of measurement (households/consumers or
institutions)
Household/consumer data may be obtained from
surveys, diary panels, or electronic scanner services
Institutional data may be obtained from retailers,
wholesalers, or industrial firms
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A Classification of Syndicated
ServicesUnit of
Measurement
Households/Consumers
Institutions
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Syndicated Services: Consumers
Psychographic& Lifestyles
GeneralAdvertisingEvaluation
Households /Consumers
ScannerPanels withCable TV
Surveys VolumeTracking Data
ScannerPanels
Electronicscanner servicesPurchase Media
Panels
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