1. 1 Chapter 7 Data Collection: Secondary Data © 2005 Thomson/South-Western

2. 2 FIGURE 1: TYPES OF SECONDARY DATA Examples Sales invoice Salesperson’s call reports Salesperson’s expense account Credit memos Warranty cards Commercial Secondary Data External Internal Published General works Directories Periodicals Statistical sources Financial records Geodemographic data Diary panel data Store audit data Scanner data Advertising exposure data

3. 3 FIGURE 2: HOW TO GET STARTED WHEN SEARCHING PUBLISHED SOURCES OF SECONDARY DATA 7. Identify authorities in the area and consult them. 6. Consult the various directory guides. 1.Identify what you wish to know and what you already know about your topic. 2. Develop a list of key terms and names. 3.Search several of the general guides, directories, and websites for papers and/or reports. 4. Compile the literature you have found. Rework your list of key words and authors if necessary. 5. Consult the reference librarian.

4. 4 The Balancing Act with Secondary Data *Inexpensive *Can be Secured Quickly *Unknown Accuracy *Ill Fitting for the Problem

5. 5 Secondary Primary  Dfn: data already exist  Exs: census, government, Dun&B CDRoms, corporate library, scanner data (Nielsen, IRI)  +’s: quick, cheap, easy, focuses research, can answer Q, benchmark  -’s: doesn’t fit problem, outdated  Dfn: data you collect for purpose at hand  Exs: focus group, survey, interviews, telemarketing  +’s: tailored to needs, current  -’s: takes time to collect, expensive ***Their strengths and weaknesses are complementary! So...any good research project should have both! Comparing Strengths and Weaknesses of Secondary and Primary Data

6. 6 FIGURE 3: EXCERPTS OF NAICS CODES FOR MARKETING CONSULTANT 51: Information 52-53: Finance, Insurance, Real estate 54: Professional, Scientific, Technical Services  55: Management of Companies............  54:15: Computer System Design 54:16: Management, Scientific, Technical Consulting 54:17: Scientific R&D 54:18: Advertising and Related Services............ 54:16:1.1: Administrative Management, General Management Consulting 54:16:1.2: Human Resources and Executive Search Consulting 54:16:1.3: Marketing Consulting Service 54:16:1.4: Process, Physical Distribution,Logistics Consulting 54:16:1.8: Other Management Consulting 54:16:2: Environmental Consulting Services The NAICS codes have replaced the former SIC (Standard Industrial Classification) codes to reflect the changing economic base, particularly to reflect more detail the growing services sectors. For example, the former SIC category of “Services” is refined into seven new categories: Information; Professional, Scientific, and Technical; Administrative Support, Waste Management and Remediation; Education; Health Care and Social Assistance; Arts, Entertainment, and Recreation; and Other Services. Newly recognized industries include: software, convenience stores, pet supply stores, HMOs, and casinos. The U.S. Census Bureau provides tables showing the correspondence between the former SIC codes and the new NAICS.

7. 7 Economic Census: Census of Agriculture Census of Construction Industries Census of Finance, Insurance and Real Estate Census of Government Census of Manufacturers Census of Mineral Industries Census of Retail Trade Census of Service Industries Census of Transportation, Communications and Utilities Census of Wholesale Trade Population Census: Census of Housing Census of Population see: www.census.gov Types of U.S. Census

8. 8  Industry Information  e.g., Almanac of Business and Industrial Financial Ratios  KR (Knight-Ridder) Information Ondisc: Business & Industry  Manufacturing USA: Industry Analyses, Statistics, and Leading Companies  Service Industries USA: Industry Analyses, Statistics, and Leading Organizations  Standard & Poor’s Industry Surveys  Company Information  e.g., How to Find Information About Companies  How to Find Information about Foreign and Global Companies  Fortune Directory  Standard & Poor’s Corporate Records  Consumer and Market Information  e.g., A Guide to Consumer Markets  Marketing Economics Guide  Rand McNally Commercial Atlas and Marketing Guide Examples of Sources of Secondary Data and Information on Industries, Companies, Consumers

9. 9 Secondary Data: Useful Web Sites You Should Bookmark  www.census.gov  www.ama.org  www.moodys.com  www.dnb.com/prods_svcs  www.acnielsen.com  www.infores.com (IRI)  www.npd.com  www.marketfacts.com Secondary Data Web Sites

10. 10 FIGURE 6: UNIVERSAL PRODUCT CODES (UPCs) Number System Character (0 Denotes Grocery Item) Last Digits Identify Specific Product (e.g., Duncan Hines Peanut Butter Chocolate Brownie Mix, 21.4 oz.) 5 Digits Identify Manufacturer (e.g., Procter & Gamble) 37000 42125 0 Number System Character (3 Denotes Drug Item) 5 Digits Identify Manufacturer (e.g., Schering Corp.) Last Digits Identify Specific Product (e.g., Drixoral Antihistamine/Nasal Decongestant, 10 tablets) N 0085 – 0147 - 03 3

11. 11  X 1 X 2 X 3 X 4 X 5 X 6 X 7 X 8 X 9 X 10 X 11 X 12 109 2212251 A -.53.59.62.511 0 0 5 110 2212251 C A.63.51.66.500 0 0 5 111 2212251 B C.57.60.56.450 1 0 5 112 2212251 A B.55.54.42.411 0 0 5 113 2212251 A A.56.54.56.490 0 0 5 114 4412319 D -.55.53.51.480 0 0 9 115 4412319 B D.53.55.52.500 1 0 9 116 4412319 C B.44.50.46.510 0 0 9 117 4412319 B C.61.40.65.500 1 0 9 118 4412319 C B.54.59.60.510 1 0 9 119 4412319 C C.56.56.46.500 0 0 9 120 4412319 B C.56.54.41.490 1 0 9 121 4412319 A B.55.55.52.481 0 0 9 122 4412319 C A.55.54.71.500 0 0 9 123 4142957 C -.55.53.45.500 1 1 4 124 4142957 B C.53.53.52.500 1 0 4 125 4142957 C B.54.50.55.510 0 1 4 126 4142957 B C.51.51.53.490 1 1 4 127 5281115 B -.55.50.64.480 1 0 5 128 5281115 A B.49.54.46.451 0 0 5 129 5281115 B A.60.48.61.520 1 0 5 130 5281115 B B.56.52.42.500 1 1 5 131 5281115 B B.55.52.56.500 0 0 5 Sample Scanner Data X 1 = observation #, X 2 = household id #, X 3 = brand bought this purchase, X 4 = brand bought last purchase, X 5 = price per ounce of brand A, X 6 = ppoz of brand B, X 7 = ppoz of brand C, X 8 = ppoz of brand D, X 9 = 1 if brand bought was advertised on tv last week, X 10 = 1 if brand bought was on display in the grocer, X 11 = 1 if a coupon was used to buy the brand, X 12 = total # purchases, this household, duration of this data set