Exploratory Research Design:

Secondary Data
 Chapter Outline

1) Overview
2) Primary versus Secondary Data
3) Advantages & Uses of Secondary Data
4) Disadvantages of Secondary Data
 Chapter Outline (cont.)
5) Criteria for Evaluating Secondary Data
i. Specifications: Methodology Used to Collect
the Data
ii. Error: Accuracy of the Data
iii. Currency: When the Data were collected
iv. Objective(s): The Purpose for Which the
Data were Collected
v. Nature: The Content of the Data
vi. Dependability: Overall, How Dependable
are the Data
 Chapter Outline
6) Classification of Secondary Data
7) Internal Secondary Data
8) Published External Secondary Sources
i. General Business Sources
a. Guides
b. Directories
c. Indexes
d. Non-governmental Statistical Data
 Chapter Outline

ii. Government Sources

a. Census Data
b. Other Government Publications
9) Computerized Databases
i. Classification of Computerized
Databases
ii. Directories of Databases
10) Syndicate Sources of Secondary Data
 Chapter Outline
11) Syndicated Data from Households
i. Surveys
a. Psychographics & Lifestyles
b. Advertising Evaluation
c. General Surveys
d. Uses of Surveys
e. Advantages & Disadvantages of Surveys
ii. Diary Panels
a. Diary Purchase Panels
b. Diary Media Panels
c. Uses of Dairy Panels
d. Advantages & Disadvantages of Dairy Panels
iii. Electronic Scanner Services
a. Volume Tracking Data
b. Scanner Diary Panels
c. Scanner Diary Panels with Cable TV
d. Uses of Scanner Services
e. Advantages & Disadvantages
 Chapter Outline
12) Syndicated Data from Institutions
i. Retailers & Wholesalers
a. Uses of Audit Data
b. Advantages & Disadvantages of Audit Data
ii. Industry Services
a. Uses of Industry Services
b. Advantages & Disadvantages of Industry
Services
 Chapter Outline
13) Combining Information from Different
Sources: Single-Source Data
14) Applications of Secondary Data
i. Computer Mapping
15) International Marketing Research
16) Ethics in Marketing Research
17) Internet and Computer Applications
18) Focus on Burke
19) Summary
20) Key Terms & Concepts
21) Acronyms
Table 4.1 A Comparison of Primary &
Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems
Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short
Table 4.2 Criteria for Evaluating Secondary Data
Criteria Issues
Specifications Data collection method, response
& methodology rate, quality & analysis of data,
sampling technique & size,
questionnaire design, field work.
Error & Examine errors in approach,
Accuracy research design, sampling, data
collection & analysis, & reporting.
Currency Time lag between collection &
publication, frequency of updates.
Objective Why were the data collected?
Nature Definition of key variables, units of
measurement, categories used,
relationships examined.
Dependability Expertise, credibility, reputation,
& trustworthiness of the source.
Remarks
Data should be reliable,
valid, & generalizable to
the problem.
Assess accuracy by
comparing data from
different sources.
Census data are updated
by syndicated firms.
The objective determines
the relevance of data.
Reconfigure the data to
increase their usefulness.
Data should be obtained
from an original source.
Fig. 4.1 A Classification of Secondary Data

Secondary Data

Internal External

Ready to Requires Published Computerized Syndicated

Use Further Materials Databases Services
Processing
RIP 4.1 Type of Individual/Household Level Data
Available from Syndicated Firms
I. Demographic Data
- Identification (name, address, telephone)
- Sex
- Marital status
- Names of family members
- Age (including ages of family members)
- Income
- Occupation
- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned
II. Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun & Bradstreet and American
Business Information which collect demographic data on
businesses.
Fig. 4.2 A Classification of Published
Secondary Sources
Published
Secondary Data

General Business Government

Sources Sources

Guides Directories Indexes Statistical Census Other

Data Data Government
Publications
RIP 4.2 American Business Information: Here,
There, and Everywhere
American Business Information Inc. markets subsets of
its data in a number of forms, including the professional
on-line services (LEXIS-NEXIS and DIALOG), the
general online services (CompuServe and Microsoft
Network), the Internet (look-ups), and on CD-ROM. The
underlying database on which all these products are
based contains information on 110 million residential
listings and 11 million business listings. ABI also assigns
credit scores to company listings. The ABI database most
business researchers are familiar with are the American
Business Directory and the Canadian Business Directory.
Fig. 4.3 A Classification of
Computerized Databases
Computerized
Databases

On-Line Internet Off-Line

Bibliographic Numeric Full-Text Directory Special-

Databases Databases Databases Databases Purpose
Databases
Fig. 4.4

A Classification of Syndicated Services

Unit of
Measurement

Households/ Institutions
Consumers
Fig. 4.4 Contd. Syndicated Services: Consumers
Households /
Consumers

Mail Diary
Panels
Electronic
Purchase Media scanner services

Volume Scanner Diary Scanner Diary

Surveys Tracking Data Panels Panels with
Cable TV

Psychographic Advertising
General
& Lifestyles Evaluation
Fig. 4.4 Contd. Syndicated Services: Institutions
Institutions

Retailers Wholesalers Industrial firms

Audits

Direct Clipping Corporate

Inquiries Services Reports
Table 4.3 Overview of Syndicated Services
Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted Most flexible way of Interviewer errors; Market
at regular intervals obtaining data; respondent errors segmentation,
information on advertising theme
underlying motives selection and
advertising
effectiveness
Diary Households provide Recorded purchase Lack of Forecasting sales,
Purchase specific information behavior can be representativeness; market share and
Panels regularly over an linked to the response bias; trends; establishing
extended period of demographic / maturation consumer profiles,
time; respondent psychographic brand loyalty and
asked to record characteristics switching;
specific behaviors as evaluating test
they occur markets, advertising,
and distribution
Diary Electronic devices Same as diary Same as diary Establishing
Media automatically purchase panel purchase panel advertising rates;
Panels recording behavior, selecting media
supplemented by a program or air time;
diary establishing viewer
profiles
Table 4.3 Contd.

Type Characteristics Advantages Disadvantages Uses

Scanner Household Data reflects actual Data may not be Price tracking,
Volume purchases are purchases; timely representative; modeling,
Tracking recorded through data, less expensive errors in recording effectiveness of in-
Data electronic scanners purchases; difficult store promotions
in supermarkets to link purchases to
elements of
marketing mix other
than price
Scanner Scanner panels of Data reflect actual Data may not be Promotional mix
Diary households that purchases; sample representative; analyses, copy
Panels subscribe to cable control; ability to quality of data testing, new product
with Cable TV link panel data to limited testing, positioning
TV household
characteristics
Audit Verification of Relatively precise Coverage may be Measurement of
services product movement information at the incomplete; consumer sales and
by examining retail and wholesale matching of data on market share,
physical records or levels competitive activity competitive activity,
performing may be difficult analyzing
inventory analysis distribution patterns:
tracking of new
products
Industrial Data banks on Important source of Data are lacking in Determining market
Product industrial information on terms of content, potential by
Syndicated establishments industrial firms, quantity, and quality geographic area,
Services created through particularly useful in defining sales
direct inquiries of initial phases of the territories, allocating
companies, clipping projects advertising budget
services, and
corporate reports
RIP 4.3 The New York Times on the Web: A
New Way to Target Consumers
The New York Times Electronic Media Company offers
The New York Times on the Web database information
to advertisers in a manner that enables firms to leverage
the site’s 2 million registrants. The database contains
demographic information, such as age, gender, income,
and zip code, that ties to an e-mail address for each of the
members. This new database marketing system can
identify and customize user groups, target web messages
to specific segments of the population, and adjust the
message based on audience reaction. It can also increase
targeting opportunities through third-party data or
additional information supplied by the user.
For example, the database enables an automobile firm to
emphasize safety to older customers, luxury to affluent
ones, and roominess to families. The system is set up so
that near real-time data can be received from the web
that indicates how well ads are performing relative to
age, gender, and income characteristics. Thus, this
system allows a firm to maintain up-to-date information
on audiences in order to position its products effectively.
Fig. 4.5 A Classification of International
Sources
International Secondary Data

Domestic Organizations International Organizations in

in Organizations in Foreign Countries
the United States the United States

Government Nongovernment International Trade

Governments Organizations Associations
Sources Sources