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Using Secondary Data and Online Information Databases... Classification of Secondary Data have been collected within the firm such as sales records, purchase requisitions, and invoices..

Using Secondary Data and Online Information

Databases

Primary Versus Secondary Data

developed or gathered by the

researcher specifically for the

research project at hand

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

Classification of Secondary

Data

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

Internal Databases

data and information describing items

of interest

– Vehicle Registration Database

• Record: is a unit of information in a

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

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

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

Advantages of Secondary Data

• Obtained quickly

• Inexpensive

• Usually available

• Enhances existing primary data

• May achieve research objective

• 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

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

be submitted retrieving all words

beginning with that root

Search Strategies Used for Searching

Online Information Databases

the order in which a search is to be

carried out

database records to those that meet

specified criteria

Ch 6 19

Key Sources of Secondary

Sources for Marketers

the “granddaddy” of all market

information

– Conducted every ten years

– Go to www.census.gov

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

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)

“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

The Lifestyle Market Analyst

• The Lifestyle Market Analyst provides

an analysis of lifestyle categories

such as “avid book readers,” “own a cat,” “golf,” “have grandchildren.”

Ch 6 27

The Lifestyle Market Analyst

• The lifestyle market analyst provides marketers with the following

information:

– Demographics by lifestyles

– Other activities members of the

lifestyle are involved in

– Where the geographical markets are with the heaviest concentration

of the given lifestyle

– Which magazines participants of a given lifestyle read