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Primary And Secondary Data

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Marketing Research

The process of planning,

collecting, and analyzingdata relevant to a marketing

decision.

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Reasons to use

Marketing Research

Improve the quality of decision making

Trace problems Focus on keeping existing

customers

Understand the ever-changingmarketplace

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Why Good Marketing Research is Difficult

Dishonesty

Intention mismatched to behavior

Newness has no comparative basis

Marketing Research

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The Marketing Research Process

CollectData

SpecifySampling

Procedure

Plan Design/Primary Data

DefineProblem

AnalyzeData

Prepare/PresentReport

Follow Up

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Secondary Data

Data previously collected

for any purpose other

than the one at hand.

ALWAYS

USE THIS FIRST

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Sources of Secondary Data

Government Agencies

Trade and Industry Associations

Marketing Research Firms

Commercial Publications

News Media

Internal Corporate Information

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Advantages of Secondary Data

Saves time and money if on target

Aids in determining direction for

primary data collection

Pinpoints the kinds of people to

approach

Serves as a basis of comparison

for other data

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Disadvantages of Secondary Data

May not answer the exact question of yourresearch problem

Quality-Dont know who gathered it and howthe data was gotten

Accuracy of data may pose a problem-Dontknow age of the info and how biased thesurvey was

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Primary Data

Information collected for

the first time.

ALWAYS

USE THIS LAST

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Advantages of Primary Data

Answers a specific research question

Data are current

Source of data is known

Secrecy can be maintained

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Disadvantages of Primary Data

Expensive

Quality declines if interviews

are lengthy

Reluctance to participate in lengthyinterviews

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Types of Primary Data Gathering

1. Survey Research

2. Observational Research

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Survey Research

The most popular technique

for gathering primary data

in which a researcher

interacts with people to

obtain facts, opinions,

and attitudes.

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Forms of Survey Research

Focus Groups-7-10 people

who participate in a groupdiscussion led by a moderator

Mail Surveys

Telephone Interviews

Mall Intercept Interviews

Internet surveys

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Questionnaire Design

Open-EndedQuestion

Closed-EndedQuestion

Scaled-ResponseQuestion

An interview question thatencourages an answer phrased in

respondents own words.

An interview question that asksthe respondent to make a selection

from a limited list of responses.

A closed-ended questiondesigned to measure the intensity

of a respondents answer.

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Observation Research

A research method

that does not involve

personal interaction

between interviewer

and subject.

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Observation Research

Mystery Shoppers

Types ofObservationResearch

Audits

MachinesWatching

People

PeopleWatching

People

PeopleWatchingan Activity

Traffic Counters

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Observational Research

Advantages

1. Eliminates bias from

the interviewingprocess

2. Does not relay on the

respondent'swillingness to

provide data

Disadvantages

1. Data collection costs

are high

2. No insight on the

problem that youdidnt think toconsider

TYPES OF DATA

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FIGURE 8-2 Types of marketing informationTYPES OF DATA

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Data Mining-

Use of technology tosearch through data

records looking for useful information.

finds statistical links that highlight opportunities

Compiling and Delivering the Report

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Concept Check

A: Secondary data are facts andfigures that have already been

recorded before the project at

hand, whereas primary data are

facts and figures that are newly

collected for the project.

1. What is the difference between

secondary and primary data?

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Concept Check

A: Data mining is the extraction ofhidden predictive information

from large databases to find

statistical links that suggest

marketing actions.

1. What is data mining?