1. SECONDARY SOURCES AND QUALITATIVE RESEARCH MKT525 L. Alwitt

2. SECONDARY SOURCE DATA 4 Definition 4 Content 4 Locating secondary data sources

3. KEY SECONDARY DATA SOURCES 4 U.S. Census 4 NAICS / SIC 4 Survey of Buying Power 4 Syndicated services

4. EVALUATING SECONDARY SOURCE DATA 4 How well does it fit your information needs? 4 Accuracy of data? 4 How timely is the data? 4 Is it consistent with other data sources?

5. QUALITATIVE RESEARCH: FOCUS GROUPS 4 Appropriate and inappropriate uses 4 Group characteristics 4 Moderator 4 Advantages and Disadvantages 4 Recent developments

6. A GOOD FOCUS GROUP MODERATOR 4 Quick learner 4 Friendly leader 4 Knowledgeable but not all-knowing 4 Excellent memory 4 Good listener 4 Facilitator but not a performer 4 Flexible 4 Empathetic 4 ‘Big picture’ thinker 4 Good writer

7. IN-DEPTH INTERVIEW 4 When to use one-on-one and when focus groups 4 Specialized techniques –‘Motivation research’ techniques –Laddering –Repertory grid

8. Means-end chains:examples

9. Laddering: a method to elicit means- end chains 4 What are most important attributes when person selects a brand of a product/service? 4 With what benefit or consequence is each attribute associated? 4 With what value is each benefit associated? “You mentioned that Perrier is highly carbonated. Why is a lot of carbonation important to you?” (repeat for each response)

10. Laddering 4 Select 2 most important factors 4 For each factor ask: 4 Why is X important to you? 4 What does X give you? 4 Record means-end chain for each factor

11. OBSERVATION 4 Fortune, WSJ 4 7 Secrets of Successful People 4 Smithsonian 4 Glass and steel desk 4 Gold ballpoint pen 4 Stereo -classical music 4 Art=Durer-”Knight Death, and Devil” 4 Reader’s Digest 4 Guns & Ammo 4 Local newspaper 4 Conan (sword/sorcery pb) 4 Plastic desk organizers 4 plastic Papermate pen 4 Clock radio - oldies 4 Framed posters on walls: Artist for Conan books (Frazetta)