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Exploratory Research
Design:
Secondary Data
Chapter Outline
1) Overview
2) Primary Versus Secondary Data
3) Advantages & Uses of Secondary
Data
4) Disadvantages of Secondary Data
Chapter Outline
ii.
Chapter Outline
6)
7)
8)
a. Guides
b. Directories
c. Indexes
d. Non-governmental Statistical
Data
Chapter Outline
ii.
Government Sources
s
Censu
Data
a. Census Data
b. Other Government Publications
9)
Computerized Databases
i.
ii.
Directories of Databases
Chapter Outline
11) Syndicated Data from Households
i.
Surveys
a.
b.
c.
d.
e.
ii.
Panels
a.
b.
c.
d.
Purchase Panels
Media Panels
Uses of Panels
Advantages & Disadvantages of Panels
Chapter Outline
iii.
Chapter Outline
ii.
Industry Services
Computer Mapping
Chapter Outline
Primary Data
Collection
problems
Collection
easy
Collection
low
Collection
Secondary Data
Rapid &
cost
High
Relatively
time
Long
Short
Issues
Data should be
reliable, valid, &
generalizable to the
problem.
Assess accuracy by
comparing data from
different sources.
Secondary Data
Internal
Ready
to Use
Requires
Further
Processin
g
External
Published
Materials
Computerize
d Databases
Syndicate
d
Services
There are also firms such as Dun & Bradstreet and American
Business Information which collect demographic data on
businesses.
Government
Sources
General
Business
Sources
Guides
Directories
Indexes
Statistical
Data
Census
Data
Other
Governmen
t
Publications
A Classification of Computerized
Databases
Fig. 4.3
Computerized
Databases
Online
Bibliographic
Databases
Numeric
Database
s
Internet
Full-Text
Database
s
Off-Line
Directory
Databases
SpecialPurpose
Database
s
Syndicated Services
Syndicated services are companies that collect and
sell common pools of data of known commercial value
designed to serve a number of clients
Syndicated sources can be classified based on the
unit of measurement (households/consumers or
institutions)
Household/consumer data may be obtained from
surveys, diary panels, or electronic scanner services
Institutional data may be obtained from retailers,
wholesalers, or industrial firms
Fig. 4.4
Households/
Consumers
Unit of
Measureme
nt
Institution
s
Households /
Consumers
Panels
Purchase
Psychograph
ic
& Lifestyles
Media
Volume
Tracking
Data
Surveys
General
Electronic
scanner
services
Advertising
Evaluation
Scanner
Panels
Scanner
Panels with
Cable TV
Retailers
Wholesaler
s
Industrial firms
Audits
Direct
Inquiries
Clipping
Services
Corporate
Reports
Single-Source Data
Single-source data provide integrated information
on household variables, including media
consumption and purchases, and marketing
variables, such as product sales, price, advertising,
promotion, and in-store marketing effort
Recruit a test panel of households and meter each
home's TV sets
Survey households periodically on what they read
Grocery purchases are tracked by UPC scanners
Track retail data, such as sales, advertising, and
promotion
Fig. 4.5
International Secondary Data
Domestic
Organizations in
the United States
International
Organizations in
the United
States
Organizations
in Foreign
Countries
International
Trade
Governme Nongovernment
GovernmentsOrganizations Associatio
nt Sources
Sources
ns