GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 6 docx

Using Secondary Data
and Online Information
Databases
Ch 6 2
Primary Versus Secondary Data
•
Primary data: information that is
developed or gathered by the
researcher specifically for the
research project at hand.
•
Secondary data: information that has
previously been gathered by
someone other than the researcher
and/or for some other purpose than
the research project at hand.
Ch 6 3
Uses of Secondary Data
•
Secondary data has many uses in
marketing research and sometimes
the entire research project may
depend on the use of secondary
data.
•
Applications include economic-trend
forecasting, corporate intelligence,
international data, public opinion, and
historical data.
•

See www.secondarydata.com.
Ch 6 4
Classification of Secondary
Data
•
Internal secondary data are data that
have been collected within the firm
such as sales records, purchase
requisitions, and invoices.
–
Internal secondary data is used for
database marketing.
Ch 6 5
Classification of Secondary
Data
–
Database marketing is the process of
building, maintaining customer (internal)
databases and other (internal)
databases for the purpose of contacting,
transacting, and building relationships.
CRM and DATA Mining
–
Ethical Issue? How much information
should companies have about
consumers? http://
www.adcritic.com/interactive/view.php?id=5927
Ch 6 6
Internal Databases
•

Database refers to a collection of
data and information describing items
of interest.
–
Vehicle Registration Database
•
Record: is a unit of information in a
database.
–
SS#XXX YY ZZZZ
•
Fields: subcomponents of information
composing records.
–
Brand – Color – Year
–
Model – Violations
Ch 6 7
Types of Secondary Data

Internal Data – Internal
databases (files, records,
reports, etc.)
Database:
Records Fields
Sales records
Scanner data
Sales reports
Data mining
Ch 6 8

External Secondary Data
•
Published: are sources of information
prepared for public distribution and
normally found in libraries or a variety
of other entities such as trade
organizations.
Ch 6 9
External Secondary Data
•
Syndicated Services Data: are
provided by firms that collect data in
a standard format and make them
available to subscribing firms highly
specialized and not available in
libraries. Arbitron Radio Listenership
Studies
Ch 6 10
External Secondary Data
•
External databases: are databases
supplied by organizations outside the
firm such as online information
databases such as FACTIVA and
Lexis Nexis.
Ch 6 11
Different Types of Publications
Ch 6 12
Advantages of Secondary Data
•

Obtained quickly
•
Inexpensive
•
Usually available
•
Enhances existing primary data
•
May achieve research objective
Ch 6 13
Disadvantages of Secondary
Data
•
Incompatible reporting units…need
zip code data and only have County
data.
•
Measurement units do not match…
need per capita income and only
have household income.
•
Class definitions are not usable…
need to know percent of population
with income above $100k and only
have $50k and over.
•
Data are outdated.
Ch 6 14
Evaluating Secondary Data
•

What was the purpose of the study?
•
Who collected the information?
•
What information was collected?
•
How was the information attained?
•
How consistent is the information
with other information?
•
See MRI 6.2 on page 156
Ch 6 15
Locating Secondary Data
Sources
•
Step 1: Identify what you wish
to know and what you
already know about
your topic.
•
Step 2: Develop a list of key
words and names.
•
Step 3: Begin your search using
several library sources.
Ch 6 16
Locating Secondary Data
Sources
•

Step 4: Compile the literature
you have found and
evaluate your findings.
•
Step 5: If you are unhappy with
what you have found or
are otherwise having
trouble and the reference
librarian has not been
able to identify sources,
use an authority.
•
Step 6: Report results.
Ch 6 17
Search Strategies Used for Searching
Online Information Databases
•
Boolean logic: And, Or, Not
•
Field searching: Author, Title, Subject
•
Proximity operators: Adj, Near, Same
•
Truncation: Allows root of the word to
be submitted retrieving all words
beginning with that root
Ch 6 18
Search Strategies Used for Searching
Online Information Databases
•

Nesting: a technique that indicates
the order in which a search is to be
carried out
•
Limiting: limits the search of
database records to those that meet
specified criteria
Ch 6 19
Key Sources of Secondary
Sources for Marketers
•
Census of the Population: considered
the “granddaddy” of all market
information
–
Conducted every ten years
–
Go to www.census.gov
Ch 6 20
Key Sources of Secondary
Sources for Marketers
•
Other government publications
–
Go to www.gpoaccess.gov/index.html
•
Statistical abstract of the United States
–
Go to www.census.gov/statab/www
Ch 6 21

North American Industry
Classification System (NAICS)
•
NAICS is replacing the SIC system
which provides a coding system for
business firms.
•
NAICS groups business firms into 20
broad sectors instead of the 11
divisions used by the SIC
•
NAICS updates types of businesses
that have evolved since SIC was first
used.
Ch 6 22
North American Industry
Classification System (NAICS)
•
NAICS uses a six digit code instead
of the old four digit SIC code which
allows for greater specificity in
identifying types of firms.
•
Go to Google/NAICS
Ch 6 23
“Survey of Buying Power”
•
The SPB is an annual survey
published in Sales and Marketing
Management magazine.

•
The “Survey of Buying Power”
provides the buying power index
(BPI).
Ch 6 24
“Calculating the Buying Power
Index”
BPI = (Population of Market Area
A/Total U.S. Population * 2)
+ (EBI of Market Area A/Total
U.S. EBI) * 5
+ (Retail Sales of Market Area
A/Total U.S. Retail Sales) *3
Ch 6 25
Demographics USA
•
Published by same company that
produces the SPB
•
Demographics USA provides
additional reporting categories for
demographics.
•
Demographics USA provides several
market indices in addition to the
Buying Power Index.