We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byKatrina Foulkes
Modified over 2 years ago
5-1 Chapter Five Exploratory Research Design: Syndicated Sources of Secondary Data
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 2 Focus of This Chapter Syndicated Sources of Secondary Data Relationship to Previous Chapter The Marketing Research Suppliers & Services (Chapter 1) Tasks Involved in Problem Definition & Developing an Approach (Chapter 2) Exploratory Research Design (Chapter 3) Descriptive Research Design (Chapter 3) Secondary Data (Chapter 4) Relationship to Marketing Research Process Problem Definition Approach to Problem Research Design Data Preparation and Analysis Report Preparation and Presentation Field Work
Copyright © 2009 Pearson Education, Inc.
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 4 The Nature of Syndicated Data A Classification of Syndicated Services (Figs 5.3 & 5.4) (Table 5.1) Be a DM! Be an MR! Experiential Learning What Would You Do? Opening Vignette Application to Contemporary Issues International Social Media Ethics Surveys PeriodicPanel Psychographic and Lifestyles General Advertising Evaluation Purchase and Media Panels (Fig 5.5) Purchase PanelsMedia Panels
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 5 Combining Data from Different Sources: Single Source Data Be a DM! Be an MR! Experiential Learning What Would You Do? Opening Vignette Application to Contemporary Issues (Fig 5.7) International Social Media Ethics Electronic Scanner Services Volume Tracking Data Scanner Panels with Cable TV Syndicated Data from Institutions (Fig 5.6) Retailer and Wholesaler Audits Industrial Firms/Organizations
Companies that collect and sell common pools of data of known commercial value designed to serve a number of clients Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions). Household/consumer data may be obtained from surveys, panels, or electronic scanner services. Institutional data may be obtained from retailers, wholesalers, or industrial firms. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 6
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 7 Unit of Measurement Households/ Consumers Institutions
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 8 Surveys Electronic Scanner Services Consumer Panels General Purchase Scanner Panels with Cable TV Household Consumers Psychographic & Lifestyles Advertising Evaluation Media Scanner Panels Volume Tracking Data
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 9 Purchase and Media Panels Purchase Media Television RadioInternetMobile Social Media
Copyright © 2011 Pearson Education, Inc. Chapter 5 - 10 Institutions RetailersWholesalers Industrial Firms/ Organizations Audits Clipping Services Corporate Reports Direct Inquiries
TypeCharacteristicsAdvantagesDisadvantagesUses SurveysSurveys conducted at regular intervals Most flexible way of obtaining data; information on underlying motives Interviewer errors; respondent errors Market segmentation; advertising theme selection, and advertising effectiveness Purchase Panels Households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur Recorded purchase behavior can be linked to the demographic/ psychographic characteristics Lack of representative- ness; response bias; maturation Forecasting sales, market share, and trends; establishing consumer profiles, brand loyalty, and switching; evaluating test markets, advertising, and distribution Chapter 5 - 11 Copyright © 2011 Pearson Education, Inc.
TypeCharacteristicsAdvantagesDisadvantagesUses Media Panels Electronic devices automatically recording behavior, supplemented by a diary Same as purchase panel Establishing advertising rates; selecting media program or air time; establishing viewer profiles Scanner Volume Tracking Data Household purchases are recorded through electronic scanners in supermarkets Data reflect actual purchases; timely data; less expensive Data may not be representative; errors in recording purchases; difficult to link purchases to elements of marketing mix other than price Price tracking, modeling; effectiveness of in-store modeling Chapter 5 - 12 Copyright © 2011 Pearson Education, Inc.
TypeCharacteristicsAdvantagesDisadvantagesUses Scanner Diary Panels with Cable TV Scanner panels of households that subscribe to cable TV Data reflect actual purchases; sample control; ability to link panel data to household characteristics Data may not be representative; quality of data limited Promotional mix analyses; copy testing; new- product testing; positioning Audit Services Verification of product movement by examining physical records or performing inventory analysis Relatively precise information at the retail and wholesale levels Coverage may be incomplete; matching of data on competitive activity may be difficult Measurement of consumer sales and market share; competitive activity; analyzing distribution patterns; tracking of new products Chapter 5 - 13 Copyright © 2011 Pearson Education, Inc.
TypeCharacteristicsAdvantagesDisadvantagesUses Firm Syndicated Services Data banks on industrial establishments created through direct inquiries of companies, clipping services, and corporate reports Important source of information on industrial firms; particularly useful in initial phases of the projects Data is lacking in terms of content, quantity, and quality Determining market potential by geographic area; defining sales territories; allocating advertising budget Chapter 5 - 14 Copyright © 2011 Pearson Education, Inc.
Single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort. Recruit a test panel of households and meter each home's TV sets. Survey households periodically on what they read. Grocery purchases are tracked by UPC scanners. Track retail data, such as sales, advertising, and promotion. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 15
Chapter 5 - 16 Copyright © 2011 Pearson Education, Inc.
For companies considering expansion internationally or managing existing international ventures, one of the first steps toward understanding and monitoring these markets can be through syndicated sources. Many of the same major syndicated firms operating in the United States, e.g., Gallup, have invested heavily in creating data collection systems to support their internationally operating clients. › Nielsen has made huge investments in European markets over the past 30-plus years, introducing scanner and tracking services at the retail level. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 17
Information gathered from social media is used by syndicated firms to understand the market, answer clients’ concerns, connect to consumers and potential participants, as well as to conduct online research and publicize their reports and company information. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 18
The Nielsen Company has an active presence on various forms of social media. The Nielsen Wire is the Nielsen Company’s social media platform, which aims to reach out to the internet savvy generation of the twenty first century. Nielsen offers various social media products and services on a syndicated basis. On September 22, 2009 in New York, Nielsen announced its strategic alliance with Facebook. Nielsen BrandLift is designed to provide marketers with effectiveness measurement for Facebook advertising. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 19
Online word-of-mouth leaves a “digital trail”, allowing its content to be located, categorized, analyzed, and then understood. Nielsen BuzzMetrics is a prime example of a tool by a syndicated research firm to “follow” this trail. The Nielsen Company and McKinsey & Company joint venture, NM Incite (www.nmincite.com), provides solutions like Social Media Intelligence Strategy that helps companies embed social media intelligence across a range of functional business units. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 20
Respondents’ rights, particularly their privacy, are a salient issue. Obtaining data from respondents without their full knowledge or consent is an invasion of privacy. Researchers have the ethical responsibility to avoid both uninformed and misinformed participation by respondents in market research projects. Syndicated firms are playing a significant role in researching ethical issues and sensitizing marketing firms, the marketing research industry, and the general public about these concerns. Copyright © 2011 Pearson Education, Inc. Chapter 5 - 21
The salient characteristics of syndicated data may be described by the acronym SYNDICATED: Surveys Yields data of known commercial value Number of clients use the data Diary panels Institutional services Cost is low Audits Timely and current Electronic scanner services Data combined from different sources: single-source data Copyright © 2011 Pearson Education, Inc. Chapter 11 - 22
© 2009 Pearson Education, Inc publishing as Prentice Hall 5-1 Chapter Five Exploratory Research Design: Syndicated Sources of Secondary Data.
Chapter FiveChapter Five. Figure 5.1 Relationship of Syndicated Sources to the Previous Chapters and the Marketing Research Process Focus of this Chapter.
Chapter Four Exploratory Research Design: Secondary Data.
Chapter 4 Secondary Data. Focus definition, pluses and minuses internal and external sources syndicated sources application.
Using External Secondary Data Chapter 7. Standardized Marketing Information Services Commercial sources of secondary data The data are usually collected,
Chapter 8 The Marketing Plan
Introduction to Marketing Research © Leonard Walletzký.
Dr. Michael R. Hyman, NMSU Syndicated Data Sources.
Secondary Data. What is Secondary Data? Data gathered and recorded previously for purposes other than the current project. –Usually historical and already.
Chapter One Introduction to Marketing Research.
Hisrich Peters Shepherd Chapter 8 The Marketing Plan Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.
May 9th, 2015 Market Research Describe the purpose of marketing research.
Chapter7 Standardized Information Sources. What is standardized information? Standardized information: type of secondary data in which the data collected.
Chapter Three Research Design Formulation.
ENTR 452 Chapter 8: The Marketing Plan
Exploratory Research Design: Secondary Data
BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.
UNDERSTANDING PRINCIPLES OF MARKETING
Secondary Data and Packaged Information
Glencoe Entrepreneurship: Building a Business Doing Market Research SECTION SECTION 6.1 Chapter 6 Market Analysis Defining Areas of Analysis The entrepreneur.
Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 1-1 Chapter One Overview.
Entrepreneurship: Ideas in Action 5e © 2011 Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible.
Market Analysis Glencoe Entrepreneurship: Building a Business Doing Market Research Industry and Market Analysis 6.1 Section 6.2 Section 6 6.
Chapter 1 MARKETING IS ALL AROUND US. The Scope of Marketing Marketing is activity, set of institutions, and processes for creating, communicating, delivering,
Market Research and Testing The Key To Business Success Revised June 2010.
1-1 vddf1 Chapter One Introduction to Marketing Research.
Marketing Processes and Consumer Behavior
1-1© 2007 Prentice Hall Chapter 1 Introduction and Early Phases of Market Research.
Managing Marketing Information 4 Principles of Marketing.
Learning Objectives 1 Copyright © 2002 South-Western/Thomson Learning Primary Data Collection: Observation CHAPTER seven.
The Main Idea To ensure success, entrepreneurs need to understand the industry and the market. They should define areas of analysis and conduct effective.
Marketing Information The Key To Business Success.
Foundations of Chapter M A R K E T I N G Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Obtaining Data for Marketing Decisions 7.
Copyright © Houghton Mifflin Company. All rights reserved. 7–17–1 What Is a Market? Requirements of a Market –Must need or desire a particular product.
Business Essentials 9e Ebert/Griffin Marketing Processes and Consumer Behavior chapter eleven.
The Art and Science of Marketing
Market Analysis Business Organization and Management Chapter 6.
Target Markets: Segmentation and Evaluation
Marketing Research An introduction. Marketing Research Marketing research is a combination of two words i.e marketing and research Marketing is essentially.
Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Primary Data Collection: Observation CHAPTER Six.
Marketing Research Aaker, Kumar, Day and Leone Ninth Edition
Database Marketing and Direct Response Marketing
Chapter foundations of Chapter M A R K E T I N G Obtaining Data for Marketing Decisions 7.
Business in Action 6e Bovée/Thill The Art and Science of Marketing Chapter 13.
BZUPAGES.COM. PRESENTED TO: SIR GHULAM ABBAS GROUP MEMBERS: ALIA ASHRAF(07-19) SAIMA ASGHAR(07-20) SHAFAQUE MAHMOOD(07-02)
1-1 Copyright © 2010 Pearson Education, Inc. Introduction and Early Phases of Marketing Research Chapter 1.
© 2017 SlidePlayer.com Inc. All rights reserved.