Secondary Data

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Secondary Data
Chapter 7
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Stages in Research Process
Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample Collect Data
Analyze and Interpret Data
Prepare Written/Oral Report
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Step 1 Problem Formulation
1. Formulate Problem
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Step 2 Types of Research Design
Formulate Problem
Determine Research Design
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Stages in Research Process
Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample Collect Data
Analyze and Interpret Data
Prepare Written/Oral Report
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Two Types of Data
Secondary Data vs. Primary Data
What is the difference?
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Advantages of Secondary Data
Time
Money
Web Library
Some sources free Some fee sources
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Potential Problems with
Fit
Accuracy
Primacy of source
Measurement units
Class definitions
Purpose of publication
General evidence of quality
Age of data
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Review
Most Common Exploratory Methods
Literature Search
Depth Interviews
Focus Groups
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Important Connection
Secondary Data
Literature Search
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Review Exploratory Research
What Might Secondary Data Help Accomplish?

• Increase researchers familiarity with problem

• Obtain insights to help formulate marketing
  decision problems

• Discover new marketing ideas

• Develop understanding of issues in order to form
  hypotheses

• Clarify the meaning of concepts/generate
  measurement items

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Group Topics
8 AM 1. SOBA Brand 2. Rec Center issues 3. Ad
campaign 4. Sports Events 5.
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Group Topics

• 9 AM
• Davidson Honor College
• Gym overcrowding
• Biga Pizza
• Marijauna initiative
• Basketball vs. Football
• Kyiyo Powwow awareness/attendance
• Best bar in Missoula from student point of view
• Competive advantages of bars outside downtown

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Secondary Data Sources
Internal Data
External Data
What is the difference?
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External Secondary Data Sources
Reference Librarian Associations General
Guides Online
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External Data Sources

• General Works
• Periodicals
• Statistical Sources
• Financial Records
• Directories

Published

• Geodemographic Data
• Diary Panel Data/Longitudinal Data
• Store Audit Data
• Scanner Data
• Advertising Data

Commercial
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General Search Procedures
Identify information needs
Create list of key terms names
Search general guides/directories websites
Compile literature found, revise search terms if
necessary
Consult reference librarian
If necessary, consult additional directory guides
Identify authorities in the subject area and
consult them
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The Balancing Act with Secondary Data
Inexpensive Can be secured quickly
Unknown accuracy May not fit the problem
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Discussion Scenario
Pam Hathaway and Ashley Shafor founded The Art
Terrace five years ago. Their idea was to
acquire unique decorative art pieces from around
the world and market them to local affluent home
owners. Market response was so overwhelmingly
positive, both from homeowners and interior
decorators, that they soon made their product
assortment available online. A small sales staff
handles in-store and telephone inquiries, orders,
and return credit requests. It also works to
establish and maintain affiliate relationships
with larger higher-traffic websites. Having
experienced growth levels beyond their wildest
dreams, the partners are now concerned they have
gotten too busy to properly monitor market
conditions. In a recent meeting they agreed to
hire some employees to do some secondary research
for them. 1. Assuming you were among these
employees, what internal secondary data sources
would you access and analyze?
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Discussion Scenario (Continued)
After two months, the research team completed a
careful analysis of the available internal
secondary data and reported its findings to the
owners. Being very pleased with the usefulness
of this work, Ms. Hathaway and Ms. Shafor asked
the team to perform a thorough search of external
secondary data sources in order to keep them
abreast of relevant market conditions. 2. You
have since become the leader of the research
team. How would you direct your team to perform
this next stage in terms of the general
information sources you might access and the
procedures you might employ for conducting the
search?