Marketing Research: Secondary Data and Packaged Information

Marketing Research
Eighth Edition
Chapter 5
Secondary Data
and Packaged
Information
Copyright © 2017, 2014, 2010 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
In this chapter you will learn:
5.1 The meaning of the term big data
5.2 The differences between primary and secondary data
5.3 The different classifications of secondary data, including
internal and external databases
5.4 The advantages and disadvantages of secondary data
5.5 How to evaluate secondary data
Learning Objectives (2 of 2)
5.6 How to use the U.S. Census Bureau’s American
Community Survey
5.7 What packaged information is and the differences
between syndicated data and packaged services
5.8 The advantages and disadvantages of packaged
information
5.9 The applications of packaged information
5.10 The uses of social media data and their advantages
and disadvantages
5.11 What the Internet of Things is and its future potential
“Where We Are”
1. Establish the need for marketing research.
2. Define the problem.
3. Establish research objectives.
4. Determine research design.
5. Identify information types and sources.
6. Determine methods of accessing data.
7. Design data collection forms.
8. Determine the sample plan and size.
9. Collect data.
10. Analyze data.
11. Prepare and present the final research report.
What Is "Big Data"?
• Big data can be defined simply as large amounts of
data from multiple sources.
• The term has been popularized in recent years in
response to the numerous types and huge amounts of
data to which companies now have access in real
time.
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.
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.
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.
• Database marketing is the process of building,
maintaining customer (internal) databases and other
(internal) databases for the purpose of contacting,
transacting, and building relationships. Example: data
mining.
Internal Databases (1 of 2)
• Internal databases consist of information gathered by
a company, typically during the normal course of
business transactions.
• Companies use their internal databases for purposes
of direct marketing and to strengthen relationships
with customers, which is referred to as customer
relationship management (CRM).
Internal Databases (2 of 2)
• Data mining is the name for software that helps
managers make sense out of seemingly senseless
masses of information contained in databases.
• Micromarketing refers to using a differentiated
marketing mix for specific customer segments,
sometimes fine-tuned for the individual shopper.
Ways Companies Use Databases
• To identify prospects
• To decide which customers should receive a particular
offer
• To deepen customer loyalty
• To reactivate customer purchases
• To avoid serious customer mistakes
External Secondary Data (1 of 2)
External databases are databases supplied by
organizations outside the firm:
• Published sources
• Official data
• Data aggregators
• Published sources: sources of information prepared
for public distribution and normally found in libraries or
a variety of other entities, such as trade organizations.
Table 5.1 Secondary Information
Sources for Marketing (1 of 6)
1. Business Source Directories
Encyclopedia of Business Information Sources (Gale, Cengage Learning)—Published
annually, this resource indexes almost 11,000 sources of business, finance, and industrial
subjects.
BRASS Business Guides (BRASS, RUSA, American Library Association)—Maintained and
updated by business information professionals at research universities, these online guides
provide links and information for sources on an array of business topics including a list of the
Outstanding Business Reference Sources awarded annually by the American Library
Association.
Directory of Business Information Sources (Grey House Publishing ) —Published annually
and containing almost 24,000 entries, this resource indexes thousands of associations,
publications, trade shows, databases, and websites.
2. Articles
ABI/Inform Complete (ProQuest)—Comprehensive collection of other ABI/Inform products
(Global, Trade and Industry, Dateline, and Archive). There are over 2,200 full-text scholarly
journals along with thousands of business titles in trade publications, news outlets, and reports
from publishers like Business Monitor International, Economic Intelligence Unit, First Research,
and the Wall Street Journal.
Business Abstracts with Full Text (H.W. Wilson, Ebsco)—Over 450 full-text business
publications including many top peer-reviewed journals.
Business Collection (Gale, Cengage Learning)—Over 2,900 full-text business publications
including 390 peer-reviewed journals, news sources, and reports from publishers like
Economic Intelligence Unit and AII Data Processing. There are also Business Insights products
from Gale that include the article content in addition to reports and company and industry
information.
Business Source Complete (Ebsco)—Expansion of Ebsco’s Business Source Premier.
Nearly 2,000 full-text scholarly journals including Harvard Business Review . Also includes
trade publications, news outlets, and reports from publishers like Marketline, Barnes Reports,
Bernstein, and CountryWatch.
Factiva (Dow Jones)—Full-text articles from thousands of major news sources including Dow
Jones, Reuters, Financial Times, Bloomberg, and the Wall Street Journal.
LexisNexis Academic (LexisNexis, Reed Elsevier)—Thousands of news article sources and
access to reports from Hoovers, Business Monitor International, Morningstar, and Standard &
Poor’s.
3. Dictionaries and Encyclopedias
Brands and Their Companies (Gale, Cengage Learning)—Published annually, this directory
provides company, product, and industry information for active and inactive brands from public
and private companies.
Dictionary of Advertising and Marketing Concepts by Arthur Asa Berger (Left Coast Press,
2013)—Over 100 entries and essays on concepts, theories, and key people in marketing.
A Dictionary of Marketing by Charles Doyle (Oxford University Press, 2011)—Over 2,600
entries on modern and historic marketing concepts along with appendixes, notably including a
time line of marketing.
Encyclopedia of Global Brands, 2nd Ed . (St. James Press, 2013)—Update of the
Encyclopedia of Consumer Brands (St. James Press, 2005) with 269 entries on major global
brands including an overview of each brand’s history, performance, key competitors, industry
analysis, and prospects.
Encyclopedia of Major Marketing Strategies (Gale, Cengage Learning, 2013)—This third
volume is the continuation of the Encyclopedia of Major Marketing Campaigns series and
contains detailed entries for 100 marketing campaigns in the early 2010s.
Wiley International Encyclopedia of Marketing (Wiley, 2011)—This six-volume set contains
360 entries in the areas of marketing strategy, marketing research, consumer behavior,
advertising and integrated communication, product innovation and management, and
international marketing.
4. Marketing Directories
Advertising Redbooks (Red Books, LLC)—Formerly published as the Advertising Redbooks
series, this database provides a directory by company or agency of advertising campaigns,
including budgets by media type. There is also a live listing of marketing job prospects,
movement of key people in the industry, and campaigns available for bid.
Complete Television, Radio & Cable Industry Directory (Grey House Publishing)—This
annual directory, formerly published as the Broadcasting and Cable Yearbook (ProQuest), has
entries on television, cable, and radio outlets in the United States and Canada along with
rankings of top markets and programs.
Green Book (New York AMA Communication Services, Inc.)—An online directory of marketing
research companies.
Advertising & Branding Industry Market Research (Plunkett)—Published as an annual
almanac and available in print, ebook or online, this source contains an industry analysis and
profile of about 400 top companies in advertising
Standard Rate and Data Service (Kantar Media SRDS)—This database is a directory of outlets
for digital media, consumer and business magazines, direct marketing, newspapers, radios, and
TV and cable. Local outlets are searchable by DMA. Entries include pricing, consumer analysis,
and circulation. An additional section, Local Market Audience Analyst, contains Experian
Simmons lifestyle and Nielson PRIZM segment information by DMA
5. Statistics and Reports
American Consumers Series (New Strategist Press)—A series of books with in-depth
consumer spending, demographic, and lifestyle statistical analysis.
Demographics Now (Gale, Cengage Learning)—Allows for tabular and GIS mapping of
demographic, consumer expenditure, Experian Simmons consumer study, and Experian Mosaic
lifestyle segmentation data. Additionally includes a directory for people with income and
household value information, a directory of small businesses with revenue, asset, and
employment data, and business site prospecting statistical tools.
eMarketer (eMarketer)—Research on online marketing trends and emerging technology. Free
daily newsletter provides highlights from recent reports.
LexisNexis Academic (LexisNexis, Reed Elsevier)—Company Dossier search has a directory
of public and private companies including small businesses with employment, revenue, and
asset data. The database also indexes thousands of domestic and foreign news sources.
Market Share Reporter (Gale)—Published annually, this report aggregates market share data
and revenue figures for brands, companies, and services from industry sources.
Mediamark MRI + (GFK Mediamark Research and Intelligence)—This survey of 25,000 U.S.
households gives indexes for consumer demographics, brand decisions, media use, and lifestyle
behaviors.
5. Nielson (Nielson Company)—Measures consumer media use and purchasing decisions on an
individual level. PRIZM, P$YCLE, and ConneXions segmentation splits customers into target
groups and details consumer and lifestyle decisions, financial behavior, and technology use
typical of the group. Data available on a global level.
Passport GMID (Euromonitor International)—Formerly the Global Market Information Database,
this source provides industry, consumer, and company trend and market share analysis available
globally.
Reference USA (Infogroup)—Directory of businesses, including small businesses, and people
and households with income, household value, and lifestyle information.
Simmons One View (Experian)—Formerly Choices3, this database provides full access to
Simmons consumer survey data covering lifestyle, media habits, and category and brand
choices.
Simply Map (Geographic Research, Inc.)—Statistical mapping tool with official data. Add-ons
include D&B company databases, Experian Simmons, Nielson, EASI, and Mediamark MRI data.
Statista (Statista)—Private and official statistics available in general-interest areas with a strong
focus on company and industry sources. Statistics searchable as individual tables as well as
collections of topical reports. Data available on domestic and global levels.
Mintel Reports (Mintel Group)—Market research reports by industry published periodically and
available for the United States and globally. Additional reports include demographic segment
analysis and reports on cultural trends.
Official Statistics
• Official statistics are information published by public
organizations, including government institutions and
international organizations
• Data aggregators are services or vendors that
organize and package information on focused topics.
Syndicated services data: provided by firms that
collect data in a standard format and make them
available to subscribing firms – highly specialized and
not available in libraries.
External databases: databases supplied by
organizations outside the firm such as online
information databases.
Advantages of Secondary Data
• Are obtained quickly
• Are inexpensive
• Are readily available
• Enhance existing primary data
• May achieve research objective
Disadvantages of Secondary Data
• Reporting units may be incompatible
• Measurement units do not match
• Class definitions are not usable
• May be outdated
• May not be credible
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?
The American Community Survey
• The American Community Survey is an example of
an official external secondary data source that is
available for free from the U.S. Census.
What Is Packaged Information?
• Packaged information is a type of secondary data in
which the data collected and/or the process of
collecting the data are prepackaged for all users.
• There are two broad classes of packaged information:
– Syndicated data
– Packaged services
Syndicated Data
• Syndicated data are a form of external, secondary
data that are supplied from a common database to
subscribers for a service fee
Packaged Services
• Packaged services refers to a prepackaged
marketing research process that is used to generate
information for a particular user
Advantages of Syndicated Data
• Shared costs
• Quality of the data collected is typically very high
• Speed
Disadvantages of Syndicated Data
• Buyers have little control over what information is
collected
• Firms often must commit to long-term contracts when
buying syndicated data
• No strategic information advantage in purchasing
syndicated data
Advantages of Packaged Services
• Advantage of the experience of the research firm
offering the service
• Reduced cost of the research
• Speed of the research service
• Ability to obtain benchmarks for comparison
Disadvantages of Packaged Services
• Inability to customize aspects of a project when using
a packaged service.
• The company providing the packaged service may not
know the idiosyncrasies of a particular industry.
Marketing Applications of Packaged
Information
• Measuring consumer attitudes and opinions
• Market segmentation (often using geodemographics)
• Monitoring media usage and promotion effectiveness
• Market tracking studies
Social Media Data (1 of 2)
• Social media data, also termed user-generated
content (UGC), is any information that is created by
users of online systems and intended to be shared
with others
• Examples:
– Reviews
– Tips
– New uses
– Competitors
Monitoring Social Media
• Sentiment is the ratio of positive to negative
comments posted about products and brands on the
web.
Social Media Data (2 of 2)
Advantages Disadvantages
• Currency • Audience may not be
representative
• Inexpensive
• Consumers not
• Unprompted
identifiable
• Can track trends
• Review websites subject
to manipulation
• Shallow content
The Internet of Things
• The Internet of Things (IoT) is defined as the
network of physical objects that are embedded with
software or sensors that allow them to gather and
distribute data.
• Passive data are information that is collected without
overt consumer activity.
• Wearables, or wearable technology, are clothing or
accessories that are equipped with computer
technology or sensors that allow the collection and
sharing of data.
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Marketing Research

2. Define the problem.

3. Establish research objectives.

4. Determine research design.

5. Identify information types and sources.

6. Determine methods of accessing data.

7. Design data collection forms.

8. Determine the sample plan and size.

10. Analyze data.

11. Prepare and present the final research report.

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