Using Secondary Data and Online Information Databases

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Using Secondary Data and Online Information
Databases
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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.

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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.

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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.

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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

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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

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Types of Secondary Data

• Internal Data Internal databases (files,
  records, reports, etc.)

Sales records Scanner data Sales reports
Database Records
Fields
Data mining
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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.

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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

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External Secondary Data

• External databases are databases supplied by
  organizations outside the firm such as online
  information databases such as FACTIVA and Lexis
  Nexis.

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Different Types of Publications
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Advantages of Secondary Data

• Obtained quickly
• Inexpensive
• Usually available
• Enhances existing primary data
• May achieve research objective

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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.

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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

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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.

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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.

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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

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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

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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

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Key Sources of Secondary Sources for Marketers

• Other government publications
• Go to www.gpoaccess.gov/index.html
• Statistical abstract of the United States
• Go to www.census.gov/statab/www

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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.

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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

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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).

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Calculating the Buying Power Index

• BPI (Population of Market Area A/Total U.S.
  Population 2)
• (EBI of Market Area A/Total U.S. EBI) 5
• (Retail Sales of Market Area A/Total U.S.
  Retail Sales) 3

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Demographics USA

• Published by same company that produces the SPB
• Demographics USA provides additional reporting
  categories for demographics.
• Demographics USA provides several market indices
  in addition to the Buying Power Index.

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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.

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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