ExploringMarketingResearch(英文版)(共28頁).ppt

1、ExploringMarketing ResearchWilliam G. ZikmundChapter 7: Secondary DataResearch in a Digital Age Secondary DataData gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already assembled Needs no access to subjectsAdvantages of Secondary

2、 Data Inexpensive Obtained Rapidly Information is not Otherwise AccessibleGovernment data is often freeCopyright 2000 by Harcourt, Inc. All rights reserved. Disadvantages of Secondary DataUncertain AccuracyData Not Consistent with NeedsInappropriate Units of MeasurementTime Period Inappropriate (Dat

3、ed)Secondary Data may be DatedThe Economic Census profiles the U.S. economy every 5 years, from the national to the local level.Copyright 2000 by Harcourt, Inc. All rights reserved. Evaluating Secondary DataDoes the data help to answer questions set out in the problem definition?Does the data apply

4、tothe time period of interest?Does the data apply tothe population of interest?Applicabilityto projectobjectivesDo the other terms and variable classifications presented apply?Are the units ofmeasurement comparable?If possible, go to the original source of thedata?Evaluating Secondary Data (continue

5、d)Applicabilityto projectobjectivesAccuracyof the dataIs the cost of dataacquisition worth it?Accuracyof the dataIs there a possibility of bias?Can the accuracy of data collection be verified?Objectives for Secondary Data Studies Fact Finding Model Building Data Based MarketingCommon Research Object

6、ives for Secondary Data StudiesFact Finding- Identifying consumption patterns- Tracking trendsModel building- Estimating market potential- Forecasting sales- Selecting trade areas and sitesData Base Marketing- Development of Prospect Lists- Enhancement of Customer ListsFact Finding Identify Consumer

7、 Behavior Trend Analysis Environmental ScanningModel Building Market Potential Forecasting Sales Analysis of Trade AreasData Based Marketing Practice of maintaining a customer data base Names Addresses Past purchases Responses to past efforts Data from numerous sourcesInternal Data Internal and Prop

8、rietary data is more descriptive Accounting information Sales information Backorders Customer complaintsData MiningInformation Producer(Federal Government)Library(Storage ofgovernmentdocumentsand books)Company UserTraditional DistributionIndirect Channel Using IntermediaryInformation Producer(Federa

9、l Government)Company UserTraditional DistributionDirect ChannelDirect, Computerized Distribution Using IntermediaryInformation producers(Just-in-time inventory partner)computerized databaseCompany userModern Distribution of Secondary DataInformation producer A(Federal government-census data)Informat

10、ion producer B(Grocery store-retailscanner data)Information producer C(Audience research company-television viewing data)Vendor/externaldistributor(Computerized databaseintegrating all three datasources for anygeographic area)Information producer A(Federal government-census data)External Data Create

11、d, recorded, or generated by an entity other than the researchers organization Government Trade associations Newspapers and journalsExternal Data Libraries The Internet Vendors Producers Books and PeriodicalsExternal Data Government sources Media sources Commercial sourcesGovernment SourcesCopyright

12、 2000 by Harcourt, Inc. All rights reserved. Commercial Sources Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time Demographic and census updatesmany organizations supply census updates, in easy-to-use or custom formatsCommercial Sources At

13、titude and public opinion researchsyndicated services report the findings of opinion polls Consumption and purchase behavior data Advertising researchreadership and audience dataCopyright 2000 by Harcourt, Inc. All rights reserved. Single Source Data Diverse types of data offered from a single source- e.g