MKT 4855 Marketing Research

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MKT 4855Marketing Research

• CHAPTER 4
• Exploratory Research Design
• Secondary Data

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Importance of Open Source Data
Open source information also called secondary
data-is the foundation for any competitive
intelligence effort and can be very significant
if properly analyzed
Paul Dishman, President, Society of Competitive
Intelligence Professionals (SCIB),
2002-2003
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Relationship to Previous Chapter and Marketing
Research Process
Focus of This Chapter
Relationship to Previous Chapter
Relationship to Marketing Research Process
Secondary Data
The Marketing Research Process (Chapter 1)
Problem Definition
Tasks involved in Problem Definition Developing
an Approach (Chapter 2)
Approach to Problem
Research Design
Exploratory Research Design (Chapter 3)
Field Work
Descriptive Research Design (Chapter 3)
Data Presentation and Analysis
Report Preparation and Presentation
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Opening Vignette
Primary Versus Secondary Data
Be a DM! ? Be an MR! ? Experiential Learning
What Would You Do?
Advantages and Uses of Secondary Data
Disadvantages of Secondary Data
Criteria for Evaluating Secondary Data
Classification of Secondary Data
Internal Secondary Data
Database Marketing
Published Secondary Data
General Business sources
Government Sources
Computerized Databases
Online
Internet
Offline
Combining Internal and External Secondary Data
APPLICATION TO CONTEMPORARY ISSUES
TQM
International
Technology
Ethics
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A Comparison of Primary and Secondary Data
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Criteria for Evaluating Secondary Data
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A Classification of Secondary Data
SECONDARY DATA
INTERNAL
EXTERNAL
Ready to Use
Required Further Processing
Published Materials
Computerized Database
Syndicated Services
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A Classification of Published Secondary Sources
PUBLISHED SECONDARY DATA
General Business Sources
Government Sources
Guides
Directories
Census Data
Other Government Publications
Indexes
Statistical Data
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A Classification of Computerized Database
COMPUTERIZED DATABASES
ONLINE
OFFLINE
INTERNET
Bibliogra-phic Database
Numeric Database
Full-Text Database
Directory Database
Special-Purpose Database
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Sources of Secondary Data for Intnl Marketing
Research
INTERNATIONAL SECONDARY DATA
DOMESTIC ORGANIZATIONS IN THE U.S.
ORGANIZATIONS IN FOREIGN COUNTRIES
INTERNATIONAL ORGANIZATIONS IN THE U.S.
Trade Associations
Government Sources
Nongovernment Sources
Governments
International Organizations
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Chapter 4 Questions
1. Why are secondary data important? How do we
distinguish secondary data from primary data?
6. How can published secondary be classified?
2. What are the advantages and disadvantages of
secondary data?
7. How can computerized database be classified?
8. How do we identify and classify the sources of
secondary useful in international marketing
research?
3. How should secondary be evaluated to determine
their usefulness?
4. What are the different sources of secondary
data, including internal sources and external
sources?
9. What is the impact of technology and what
ethical issues are involved in the use of
secondary data?
5. What is database marketing? How does it make
us of secondary data?
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MKT 4855Marketing Research

• END OF
• CHAPTER 4
• Exploratory Research Design
• Secondary Data