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King Fahd University of Petroleum

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King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 Marketing Research Dr. Alhassan G. Abdul-Muhmin Secondary Data Research ... – PowerPoint PPT presentation

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Title: King Fahd University of Petroleum


1
King Fahd University of Petroleum
MineralsDepartment of Management and
MarketingMKT 345 Marketing ResearchDr.
Alhassan G. Abdul-Muhmin
  • Secondary Data Research Reference Zikmund,
    Chapter 7

2
Learning Objectives
  • At the end of the discussion you should be able
    to
  • Define secondary data and distinguish it from
    primary data
  • Explain the advantages and disadvantages of
    secondary data
  • List and explain the various uses of secondary
    data in marketing research
  • Identify the possible internal sources of
    secondary data
  • Identify the possible external sources of
    secondary data generally, and specifically in
    Saudi Arabia

3
Secondary Data
  • Data gathered and recorded by someone else prior
    to, and for a purpose other than the current
    research project.
  • Usually historical and requires no direct access
    to respondents or subjects

4
Advantages of Secondary Data
  1. Easy availability Secondary is easily available
    from a wide variety of sources
  2. Faster to collect Compared to primary data,
    secondary data can generally be collected faster
    ? suitable for projects with time constraints
  3. Cheaper to collect Secondary data is generally
    cheaper to collect than primary data

5
Disadvantages of Secondary Data
  1. Currency - Available information may be outdated
    and not suitable for our needs
  2. Suitability of Units of Measurement - Units of
    measurement may not match needs of the current
    project ? Data conversion may be necessary
  3. Suitability of Terminology - Terminology used to
    describe the data may be defined differently than
    needed for the current project
  4. Lack of Control Researcher has no control over
    accuracy of the data ? Need for cross-checks and
    cross verification

6
Evaluation of Secondary Data
  • Often secondary data needs to be evaluated to
    determine its suitability for the current
    project.
  • Common evaluation Criteria
  • Applicability of the data to objectives of the
    current project in terms of
  • Relevance to current projects problem definition
  • Applicability of time period
  • Applicability to relevant population
  • Applicability of terminology and variable
    classifications
  • Applicability of units of measurement
  •  
  • Accuracy of the data
  • Possibility of bias
  • Verification of accuracy of data collection
  • Cross-validation from original source

7
Uses of Secondary Data
  • In exploratory research to understand the
    background and nature of marketing problems,
    define research problem, and formulate hypotheses
    for testing
  • Fact-finding (descriptive research)
  • Identification of industry characteristics
  • Identification of consumer behavior for a product
    category
  • Trend analysis
  • Environmental scanning

8
Using Secondary Data in Fact-Finding
9
Using Secondary Data in Fact-Finding
10
Uses of Secondary Data
  • Model Building ? e.g.
  • Estimating geographic market potentials
  • Forecasting ? (a) environmental forecasting (b)
    sales forecasting
  • Analysis of Trade Areas and Sites
  • Database Marketing - marketing activities that
    are based on maintaining customer databases with
    customers' names, addresses, phone numbers, past
    purchases, demographic information, etc

11
Forecasting - Linear Trend Extrapolation
12
Forecasting - Nonlinear Trend Extrapolation
13
Forecasting - Regression
14
Forecasting - Regression
  • Contract Awards (t) 0.351 Permits Issued at t-1
    1477 Oil Price at (t-1) 35614
  • R-square 0.85
  • Contract Awards (t) 0.191 Permits Issued at
    (t-1) 4347
  • R-square 0.72

15
Sources of Secondary Data
  1. Internal and proprietary sources
  2. External sources
  3. Producers of secondary data
  4. Distributors of secondary data

16
Internal Sources of Secondary Data
  • Accounting system, routine company documents,
    Salespeoples call reports, Customer complaints,
    Customer service records, Warranty return cards,
    etc
  • Often used in data mining projects (the use of
    computers to dig through volumes of data to
    discover patterns). Applications include
  • Market basket analysis - analyzing anonymous
    point-of-sale transactions to identify coinciding
    purchases or relationships between products
    purchased and other retail information.
  • Customer discovery - data mining to discover
    customer segments (e.g. loyal vs. non-loyal)
  • Sequence discovery - mining data to detect
    patterns in customer purchase sequences

17
External Sources - Producers
  • Publishers of books and periodicals
  • Government departments
  • Media
  • Trade associations
  • Commercial establishments ? two types of which
    are
  • Single-source data providers, and
  • Specialized data providers
  • Examples of Types of Data Provided
  • Market share data
  • Demographic and census updates
  • Consumer attitude and public opinion research
  • Consumption and purchase behavior data
  • Advertising research, etc

18
External Sources - Distributors
  • The Internet
  • Libraries
  • Commercial vendors

19
Selected Sources of Secondary Data in Saudi Arabia
  1. Government Ministries and Departments ? e.g. the
    Central Department of Statistics, Ministry of
    Planning collects and compiles data from most
    government departments
  2. Chambers of Commerce
  3. Saudi Arabian Monetary Agency (SAMA) Banking
    and financial statistics
  4. Annual reports of companies listed on the stock
    exchange
  5. Commercial research suppliers, e.g. Amer
    Research, Pan-Arab Research Center.
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