4: Secondary Data and Sources

4-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Assessing Quality of Secondary Data  Purpose  Accuracy  Consistency  Credibility  Methodology  Bias

4-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Nature and Scope of Secondary Data InternalExternal

4-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Some Sources of Internal Secondary Data  Sales invoices  Sales activity reports  Online registrations  Warranty cards  Clickstream Data  Online Analytics (i.e. Google Analytics)  Customer letters/ comments / s  Social Media data (“found data”)  Warranty cards  Past studies  Other

4-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Store Audits  Examination of how much of a particular product or brand has sold at retail  Product sales in relation to competition  Effectiveness of shelf space/POP displays  Sales at various price points  Effectiveness of POS and non-POS offers  Sales by store type, location, channel, etc.

4-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Primary Sources of External Data Published data Compiled data (fee) Data available in online databases

4-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 External Secondary Data Sources  Government Studies & Reports (i.e. census data)  Business sources  Editors and Publishers Market Guide  Source Book of Demographics and Buying Power for Every Zip Code in the USA  IDS and Gartner Group (technology)  Neilsen/IRI (consumer products & media)

4-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 External Secondary Data Sources, cont.  Statistical sources of information  Standard and Poor’s Industrial Surveys  American Statistics Index  Statistical Reference Index  Commercial publications and newspapers (WSJ, NYT)

4-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Syndicated Sources  Commercial vendors collect information and sell the reports  80%+ of firms said they  purchase and use reports  spend 10 hours per week analyzing this information  spend an annual average of $15,000 on syndicated sources

4-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Consumer Panels  Benefits  Lower cost than other methods  Rapid availability and timeliness  Accurate reporting of sensitive purchases  High level of specificity  Risks  Sampling error (low minority representation)  Turnover of panel members  Response bias – “inbreeding” effects

4-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 NPD Group

4-12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Neilsen Panels