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Using Secondary Data and Online Information Databases

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See www.secondarydata.com. 4. Ch 6. 4. Classification of Secondary Data ... IBC Study. 15. Ch 6. 15. Locating Secondary Data Sources ... – PowerPoint PPT presentation

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Title: Using Secondary Data and Online Information Databases


1
Using Secondary Data and Online Information
Databases
2
Primary Versus Secondary Data
  • Primary data information that is developed or
    gathered by the researcher specifically for the
    research project at hand.
  • Secondary data information that has previously
    been gathered by someone other than the
    researcher and/or for some other purpose than the
    research project at hand.

3
Uses of Secondary Data
  • Secondary data has many uses in marketing
    research and sometimes the entire research
    project may depend on the use of secondary data.
  • Applications include economic-trend forecasting,
    corporate intelligence, international data,
    public opinion, and historical data.
  • See www.secondarydata.com.

4
Classification of Secondary Data
  • Internal secondary data are data that have been
    collected within the firm such as sales records,
    purchase requisitions, and invoices.
  • Internal secondary data is used for database
    marketing.

5
Classification of Secondary Data
  • Database marketing is the process of building,
    maintaining customer (internal) databases and
    other (internal) databases for the purpose of
    contacting, transacting, and building
    relationships. CRM and DATA Mining
  • Ethical Issue? How much information should
    companies have about consumers?
    http//www.adcritic.com/interactive/view.php?id59
    27

6
Internal Databases
  • Database refers to a collection of data and
    information describing items of interest.
  • Vehicle Registration Database
  • Record is a unit of information in a database.
  • SSXXX YY ZZZZ
  • Fields subcomponents of information composing
    records.
  • Brand Color Year
  • Model Violations

7
Types of Secondary Data
  • Internal Data Internal databases (files,
    records, reports, etc.)

Sales records Scanner data Sales reports
Database Records
Fields
Data mining
8
External Secondary Data
  • Published are sources of information prepared
    for public distribution and normally found in
    libraries or a variety of other entities such as
    trade organizations.

9
External Secondary Data
  • Syndicated Services Data are provided by firms
    that collect data in a standard format and make
    them available to subscribing firms -- highly
    specialized and not available in libraries.
    Arbitron Radio Listenership Studies
  • http//www.bbm.ca/en/home.html
  • http//www.acnielsen.ca/

10
External Secondary Data
  • External databases are databases supplied by
    organizations outside the firm such as online
    information databases such as FACTIVA and Lexis
    Nexis.
  • http//www.factiva.com/
  • http//global.lexisnexis.com/ca

11
Different Types of Publications
12
Advantages of Secondary Data
  • Obtained quickly
  • Inexpensive
  • Usually available
  • Enhances existing primary data
  • May achieve research objective

13
Disadvantages of Secondary Data
  • Incompatible reporting unitsneed zip code data
    and only have County data.
  • Measurement units do not matchneed per capita
    income and only have household income.
  • Class definitions are not usableneed to know
    percent of population with income above 100k and
    only have 50k and over.
  • Data are outdated.

14
Evaluating Secondary Data
  • What was the purpose of the study?
  • Who collected the information?
  • What information was collected?
  • How was the information attained?
  • How consistent is the information with other
    information?
  • See MRI 6.2 on page 156
  • IBC Study

15
Locating Secondary Data Sources
  • Step 1 Identify what you wish to know and
    what you already know about your topic.
  • Step 2 Develop a list of key words and
    names.
  • Step 3 Begin your search using several
    library sources.

16
Locating Secondary Data Sources
  • Step 4 Compile the literature you have
    found and evaluate your findings.
  • Step 5 If you are unhappy with what you
    have found or are otherwise having
    trouble and the reference librarian has
    not been able to identify sources, use an
    authority.
  • Step 6 Report results.

17
Search Strategies Used for Searching Online
Information Databases
  • Boolean logic And, Or, Not
  • Field searching Author, Title, Subject
  • Proximity operators Adj, Near, Same
  • Truncation Allows root of the word to be
    submitted retrieving all words beginning with
    that root

18
Search Strategies Used for Searching Online
Information Databases
  • Nesting a technique that indicates the order in
    which a search is to be carried out
  • Limiting limits the search of database records
    to those that meet specified criteria

19
Key Sources of Secondary Sources for Marketers
  • Census of the Population considered the
    granddaddy of all market information
  • Conducted every ten years
  • Go to www.census.gov
  • http//www.statcan.ca/menu-en.htm
  • http//libmain.stfx.ca/newlib/electronic/
  • http//www.statcan.ca/english/Estat/guide/commu.ht
    m

20
North American Industry Classification System
(NAICS)
  • NAICS is replacing the SIC system which provides
    a coding system for business firms.
  • NAICS groups business firms into 20 broad sectors
    instead of the 11 divisions used by the SIC
  • NAICS updates types of businesses that have
    evolved since SIC was first used.

21
North American Industry Classification System
(NAICS)
  • NAICS uses a six digit code instead of the old
    four digit SIC code which allows for greater
    specificity in identifying types of firms.
  • Go to Google/NAICS
  • http//www.statcan.ca/english/Subjects/Standard/na
    ics/2002/naics02-menu.htm

22
Survey of Buying Power
  • The SPB is an annual survey published in Sales
    and Marketing Management magazine.
  • The Survey of Buying Power provides the buying
    power index (BPI).

23
The Lifestyle Market Analyst
  • The Lifestyle Market Analyst provides an analysis
    of lifestyle categories such as avid book
    readers, own a cat, golf, have
    grandchildren.

24
The Lifestyle Market Analyst
  • The lifestyle market analyst provides marketers
    with the following information
  • Demographics by lifestyles
  • Other activities members of the lifestyle are
    involved in
  • Where the geographical markets are with the
    heaviest concentration of the given lifestyle
  • Which magazines participants of a given lifestyle
    read

25
Summary
  • Secondary data is the place to start for all
    projects.
  • Government Documents (Mary Jesse) is very helpful
  • E-Stat and CanSIM are helpful
  • Industry associations are helpful
  • Ask what associations are relevant
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