Beruflich Dokumente
Kultur Dokumente
Overview
Sebelum pengumpulan data primer, peneliti perlu mengumpulkan data sekunder yang relevan terlebih dahulu. Data sekunder sangat penting terutama untuk penelitian dengan anggaran yang terbatas.
Data Sekunder
Tidak langsung untuk masalah. Keterlibatannya rendah
Biaya
Waktu
Tinggi
Lama
Relative murah
Singkat
Tujuan, variabel, metode yang digunakan seringkali tidak tepat dengan situasi sekarang.
Fig. 4.1
Secondary Data
Internal
External
Ready to Use
Syndicated Services
Fig. 4.2
Government Sources
Guides
Publish Material
General Business Source
Guideline Directories Indexes Statistical Data
Government Source
Census Data Other Government Publication
Fig. 4.3
On-Line
Internet
Off-Line
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
SpecialPurpose Databases
Fig. 4.4
Households/ Consumers
Institutions
Computerized Database
Online and Off Line
Bibliographies Data Bases Numeric Databases Full Text Databases Directory Databases Special Purpose Database
RIP 4.1
I. -
Marital status
Names of family members Age (including ages of family members)
Income
Occupation Number of children present
Home ownership
Length of residence Number and make of cars owned
II.
Interest in golf
Interest in snow skiing Interest in book reading Interest in running Interest in bicycling Interest in pets Interest in fishing Interest in electronics Interest in cable television
There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.
Media
General
Advertising Evaluation
Retailers
Wholesalers
Industrial firms
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Table 4.3
Type
Surveys
Disadvantages Uses
Diary Households provide Purchase specific information Panels regularly over an extended period of time; respondent asked to record specific behaviors as they occur Diary Media Panels Electronic devices automatically recording behavior, supplemented by a diary
Market segmentation, advertising theme selection and advertising effectiveness Forecasting sales, market share and trends; establishing consumer profiles, brand loyalty and switching; evaluating test markets, advertising, and distribution Establishing advertising rates; selecting media program or air time; establishing viewer profiles
Type
Data may not be Price tracking, representative; errors modeling, in recording effectiveness of inpurc hases; difficult tostore promotions link purchas es to elements of marketing mix other than price Sc anner Sc anner panels of Data reflect actual Data may not be Promotional mix Diary households that purc hases; sample representative; analyses , copy Panels subscribe to cable control; ability to link quality of data testing, new product with Cable TV panel data to limited testing, positioning TV household characteristics Audit Verification of Relatively precise Coverage may be Measurement of services product movement information at the incomplete; matc hing consumer sales and by examining retail and wholesale of data on market share, physic al records or levels competitive activity competitive activity, performing may be diffic ult analyzing inventory analysis distribution patterns: tracking of new products Industrial Data banks on Important sourc e of Data are lacking in Determining market Product industrial information on terms of c ontent, potential by Syndicated establishments industrial firms, quantity, and quality geographic area, Servic es created through particularly useful in defining sales direct inquiries of initial phases of the territories, allocating companies, c lipping projects advertising budget services, and corporate reports
Characteristics Advantages
Household Data reflects actual purc hases are purc hases; timely recorded through data, less expensive electronic scanners in supermarkets
Disadvantages
Uses