Secondary Data Research in a Digital Age

ExploringMarketingResearchWilliamG.Zikmund,Chapter7:SecondaryDataResearchinaDigitalAge,Copyright2000byHarcourt,Inc.Allrightsreserved.,SecondaryData,DatagatheredandrecordedbysomeoneelsepriortoandforapurposeotherthanthecurrentprojectIsoften:HistoricalAlreadyassembledNeedsnoaccesstosubjects,Copyright2000byHarcourt,Inc.Allrightsreserved.,AdvantagesofSecondaryData,InexpensiveObtainedRapidlyInformationisnotOtherwiseAccessible,Governmentdataisoftenfree,Copyright2000byHarcourt,Inc.Allrightsreserved.,Copyright2000byHarcourt,Inc.Allrightsreserved.,DisadvantagesofSecondaryData,UncertainAccuracyDataNotConsistentwithNeedsInappropriateUnitsofMeasurementTimePeriodInappropriate(Dated),SecondaryDatamaybeDated,TheEconomicCensusprofilestheU.S.economyevery5years,fromthenationaltothelocallevel.,Copyright2000byHarcourt,Inc.Allrightsreserved.,Copyright2000byHarcourt,Inc.Allrightsreserved.,EvaluatingSecondaryData,Doesthedatahelptoanswerquestionssetoutintheproblemdefinition?,Doesthedataapplytothetimeperiodofinterest?,Doesthedataapplytothepopulationofinterest?,Applicabilitytoprojectobjectives,Copyright2000byHarcourt,Inc.Allrightsreserved.,Dotheothertermsandvariableclassificationspresentedapply?,Aretheunitsofmeasurementcomparable?,Ifpossible,gototheoriginalsourceofthedata?,EvaluatingSecondaryData(continued),Applicabilitytoprojectobjectives,Accuracyofthedata,Copyright2000byHarcourt,Inc.Allrightsreserved.,Isthecostofdataacquisitionworthit?,Accuracyofthedata,Isthereapossibilityofbias?,Cantheaccuracyofdatacollectionbeverified?,Copyright2000byHarcourt,Inc.Allrightsreserved.,ObjectivesforSecondaryDataStudies,FactFindingModelBuildingDataBasedMarketing,Copyright2000byHarcourt,Inc.Allrightsreserved.,CommonResearchObjectivesforSecondaryDataStudies,FactFinding-Identifyingconsumptionpatterns-Trackingtrends,Modelbuilding-Estimatingmarketpotential-Forecastingsales-Selectingtradeareasandsites,DataBaseMarketing-DevelopmentofProspectLists-EnhancementofCustomerLists,Copyright2000byHarcourt,Inc.Allrightsreserved.,FactFinding,IdentifyConsumerBehaviorTrendAnalysisEnvironmentalScanning,Copyright2000byHarcourt,Inc.Allrightsreserved.,ModelBuilding,MarketPotentialForecastingSalesAnalysisofTradeAreas,Copyright2000byHarcourt,Inc.Allrightsreserved.,DataBasedMarketing,PracticeofmaintainingacustomerdatabaseNamesAddressesPastpurchasesResponsestopasteffortsDatafromnumeroussources,Copyright2000byHarcourt,Inc.Allrightsreserved.,InternalData,InternalandProprietarydataismoredescriptive,AccountinginformationSalesinformationBackordersCustomercomplaints,Copyright2000byHarcourt,Inc.Allrightsreserved.,DataMining,Copyright2000byHarcourt,Inc.Allrightsreserved.,InformationProducer(FederalGovernment),Library(Storageofgovernmentdocumentsandbooks),CompanyUser,TraditionalDistribution,IndirectChannelUsingIntermediary,Copyright2000byHarcourt,Inc.Allrightsreserved.,InformationProducer(FederalGovernment),CompanyUser,TraditionalDistribution,DirectChannel,Copyright2000byHarcourt,Inc.Allrightsreserved.,Direct,ComputerizedDistributionUsingIntermediary,Informationproducers(Just-in-timeinventorypartner)computerizeddatabase,Companyuser,Copyright2000byHarcourt,Inc.Allrightsreserved.,ModernDistributionofSecondaryData,InformationproducerA(Federalgovernment-censusdata),InformationproducerB(Grocerystore-retailscannerdata),InformationproducerC(Audienceresearchcompany-televisionviewingdata),Vendor/externaldistributor(Computerizeddatabaseintegratingallthreedatasourcesforanygeographicarea),InformationproducerA(Federalgovernment-censusdata),Copyright2000byHarcourt,Inc.Allrightsreserved.,ExternalData,Created,recorded,orgeneratedbyanentityotherthantheresearchersorganizationGovernmentTradeassociationsNewspapersandjournals,Copyright2000byHarcourt,Inc.Allrightsreserved.,ExternalData,LibrariesTheInternetVendorsProducersBooksandPeriodicals,Copyright2000byHarcourt,Inc.Allrightsreserved.,ExternalData,GovernmentsourcesMediasourcesCommercialsources,GovernmentSources,Copyright2000byHarcourt,Inc.Allrightsreserved.,Copyright2000byHarcourt,Inc.Allrightsreserved.,CommercialSources,MarketsharedatacompanieslikeA.C.NielsenprovideinformationaboutsalesvolumeandbrandshareovertimeDemographicandcensusupdatesmanyorganizationssupplycensusupdates,ineasy-to-useorcustomformats,CommercialSources,AttitudeandpublicopinionresearchsyndicatedservicesreportthefindingsofopinionpollsConsumptionandpurchasebehaviordataAdvertisingresearchreadershipandaudiencedata,Copyright2000byHarcourt,Inc.Allrightsreserved.,Copyright2000byHarcourt,Inc.Allrightsreserved.,SingleSourceData,Diversetypesofdataofferedfromasingleso