LECTURE 4: EXPLORATORY RESEARCH DESIGN: SECONDARY DATA

Comparison of Primary & Secondary Data

Primary DataSecondary 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

Criteria for Evaluating Secondary Data

Classification of Secondary Data

-Internal

--Ready to Use

--Requires Further Processing

-External

--Published Materials

--Computerized Databases

--Syndicated Services

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 Business Information which collect demographic data on businesses.

Classification of Published Secondary Sources

-General Business Sources

--Guides

--Directories

--Indexes

--Statistical Data

-Government Sources

--Census Data

--Other Government Publications

Classification of Computerized Databases

-On-Line

-Internet

-Off-Line

Databases:

-Bibliographic Databases

-Numeric Databases

-Full-Text Databases

-Directory Databases

-Special-Purpose Databases

Classification of Syndicated Services

Unit of Measurement

-Households/Consumers

--Surveys

---Psychographic & Lifestyles

---General

---Advertising Evaluation

--Mail Diary Panels

---Purchase

---Media

--Electronic scanner services

---Volume Tracking Data

---Scanner Diary Panels

---Scanner Diary Panels with Cable TV

-Institutions

--Retailers

---Audits

--Wholesalers

---Audits

--Industrial firms

---Direct Inquiries

---Clipping Services

---Corporate Reports

Overview of Syndicated Services

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.

Classification of International Sources

International Secondary Data

-Domestic Organizations

--Government Sources

--Nongovernmental Sources

-International Organizations in Russia

-Organizations in Foreign Countries

--Governments

--International Organizations

--Trade Associations

LECTURE 6: DESCRIPTIVE RESEARCH DESIGN SURVEY & OBSERVATION

Survey Research is in the Cards for DEC

Digital Equipment Corporation (DEC) has made a conscious effort in the past years to shift from a product-driven focus to a more market-and consumer-driven focus. The product focus is not unusual in companies manufacturing hi-tech products. There is a serious need for market research in these hi-tech companies as they direct their products to the market. Still, market research in this arena is difficult. It is complicated by the rapid change of technology as well as the sheer size of the application market. Often the technology will be employed in many different industries.

This holds true for the computer market where DEC is a key player. Computers are bought by individuals in every walk of life as well as by businesses in every market imaginable. The breadth of the market makes useful market research a formidable task. This task is being undertaken at DEC in their Corporate Marketing Services (CMS) Division.

Digital’s Corporate Marketing Services Division has been a core element in the company’s transition to a market-driven strategy.”

CMS is coordinating the company’s strategy to redefine their product from simply computers to a broader view of the business solutions. The CMS has employed many research techniques to gain a better understanding of the “business solutions” market. Both primary and secondary data are collected.