exploratory research design arun

8/8/2019 Exploratory Research Design Arun

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SECONDARY DATA


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` Define the nature & scope of secondary data anddistinguish secondary data from primary data.

` Analyze the advantages and disadvantages of

secondary data and their uses in the various steps

of MR process.` Evaluate secondary data using specifications,

error, currency, objectives, nature and

dependability criteria


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` Describe in detail the different sources of

secondary data both internal and external

sources.

` Discuss in detail the syndicated sources ofsecondary data.

` Identify and evaluate the sources of secondary

data useful in international marketing.

` Understand the ethical issues involved in the useof secondary data.


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` The objective of exploratory research is to explore

or search through a problem or situation to provide

insights and understanding.

` Common methods are` Survey of experts

` Pilot surveys

` Secondary data

` Qualitative research


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` Primary data are data originated by the researcher

for the specific purpose of addressing the

research problem.

` Secondary data are data collected for somepurpose other than the problem at hand.

` CASE: Boston market: some place like home(105)

` CASE: High touch goes high tech (106)


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CRITERIA PRIMARY DATA SECONDARY DATA

Collection purpose For problem in hand For other problems

Collection process Very involved Rapid and easy

Collection cost High Relatively low

Collection time Long short


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` Identify the problem

` Better define the problem

` Develop an approach to the problem

` Formulate an appropriate research design` Answer certain research questions and test some

hypothesis.

` Interpret primary data more insightfully.


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` Since collected for purposes other than the

problem at hand, their usefulness to the current

problem is limited in several ways-

` Relevance` Accuracy

` The objectives ,nature, and methods used to

collect secondary data may not be appropriate to

the present situation.` It may not be completely current or dependable


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CRITERIA ISSUES REMARKS

SPECIFICATIONS/

METHODOLOGY

Data collection method

response rate

Quality of data

Sampling technique

Sample sizeQuestionnaire design

Field work

Data analysis

Data should be reliable,

valid, and generalizable

to the problem at hand

Error/

Accuracy

E amine errors in

approach, research

design, sampling, data

collection, data analysis,

reporting

Assess accuracy by

comparing data from

different sources


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CRITERIA ISSUES REMARKS

CURRENCY Time lag between

collection and publication

Frequency of updates

Census data are

periodically updated by

syndicated firms

OBJECTIVE Why were the data

collected?

Objective will determine

the relevance

NATURE Definition of key

variables

Units of measurement

Categories usedRelationships examined

Reconfigure the data to

increase their usefulness

DEPENDABILITY Expertise

Credibility

Reputation

Trustworthiness of

source

Data should be obtained

from an original rather

than an acquired source


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` SPECIFICATIONS: Methodology used to collect

the data

` The checks on size and nature of sample,

response rate and quality, questionnaire designand administration, procedures used for field work,

data analysis and reporting procedures provide

information on the reliability and the validity of the

data.` CASE: Rating the television ratings

methodology(108)


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` ERROR: Accuracy of the data

` Accuracy for the purpose of present study need to

be determined.

` Secondary data can have a number of sources oferror if they relate to phenomena that are subject

to change.

` To reduce inaccuracy, multiple sources of data is

compared and by conducting pilot studies.` CASE: Detailing E-tailing revenues(109)


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` CURRENCY: When the data were collected

` Secondary data may not be current and the time

lag between data collection and publication is long

in case of census data.` The data may not be updated frequently enough

for the purpose of the problem at hand.

` MR requires current data but the value of

secondary data is diminished as they becomedated


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` OBJECTIVE: The purpose for which the data werecollected

` The objective for collecting the data determine thepurpose for which that information is relevant.

` EXAMPLE: Scanner volume tracking data arecollected with the objective of examiningaggregate movement of brands, including shifts inmarket shares. It is of limited value in a study

aimed at understanding how households selectspecific brands.


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` NATURE: The content of the data

` If the key variables are not defined or defined in amanner inconsistent with the researchersdefinition then the usefulness of the data islimited.

` EXAMPLE: secondary data on consumerpreferences for TV programs. Was it defined interms of the program watched most often, the one

considered most needed, most informative, or theprogram of greatest service to the community?


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` Secondary data may be measured in units that

may not be appropriate for the current problem.

` EXAMPLE: Income may be measured by

individual , household or could be gross or netafter taxes. If researcher is interested in AHI of

over 90000 then secondary data with income

categories of less than 50000, 50000-75000, and

75000 and above will not be of much use.


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` DEPENDABILITY: How dependable are the data?

` It is obtained by examining the expertise, credibility,

reputation, and trustworthiness of the source.

`

Suspicious data: data published to promote sales,data published anonymously, or the one that hides

data collection methodology and process.

` Original source vs acquired source

` Census of population is an original source whereas

Statistical abstracts of the United States is an acquired

source.


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Secondary Data

Ready to useRequires

Further

Processing

Published

Materials

Computerized

Databases

Syndicated

Services

Internal External


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Internal data:

Data that are generated within the organization.

Eg: Sales Invoices


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Eg: Department Store ProjectSales were analyzed to obtain:` Sales by product line` Sales by major department (e.g., men's wear, house

wares)` Sales by specific stores` Sales by geographical region` Sales by cash versus credit purchases`

Sales in specific time periods` Sales by size of purchase` Sales trends in many of these classifications were also

examined.


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` It involves using of computers to capture and trackcustomer profiles and purchase detail about customers.

` This information serves as foundation for marketingprograms or as an internal source of information relatedto customers.

` Many companies have to transfer raw sales informationinto more meaningful database about the customers.


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` Demographic Data

` - Identification (name, address, telephone)

` - Sex

` - 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


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` Psychographic Lifestyle Data

` - 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.


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StatisticalData

Guides Directories IndexesCensus

Data

Other

Government

Publications

Published Secondary

Data

General BusinessSources

GovernmentSources


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Guides

` An excellent source of standard or recurring information

` Helpful in identifying other important sources of directories, tradeassociations, and trade publications

` One of the first sources a researcher should consult

Directories

` Helpful for identifying individuals or organizations that collectspecific data

`

Examples: Telephone directories, Directory of important weblinks, Government contacts etc.


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Indices

` Helpful in locating information on a particular topic inseveral different publications

Non-governmental statistical data

` Sources for these areA guide to consumer markets,

predicasts forecasts, Standard rate and Data services etc

` The researchers can perform graphical and statistical

analyses for getting more important insights.


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CENSUSDATA

` It brings out statistics every 10 years. For researchers, the

Indian Census is an interesting data source.

` The census is available on various subjects like Population,

Economy, Finance, Literacy, death and birth rate etc.

OTHERGOVERNMENT PUBLICATIONS

` Eg: Gazette , Statistical Documents contains

segments of population and its socio-economicconditions


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` Major source of external secondary data

` Common pool of data of known commercial value

` Can be classified based on the unit of

measurement as household consumer orinstitution


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SURVEYS:

` Large respondents

` Predetermined questionnaire

` Classified into psychographic & lifestyle,advertisement evaluation and general survey


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` Psychographic :

Provides quantified psychological profiles of

individuals

` Lifestyle:Distinctive pattern of living

Case: campbell caters to healthy appetites with

chunky soup

Refer pg 121


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Advertisement Evaluation:

To assess effectiveness of advertising using print

and broadcast media.

Magazine Impact Research Service:Test ads in magazine at in homes

Provides measures about recall, persuasion,ad

reaction..

Used by heavy advertisers


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` TV ADVERTISING

Recruited audience method

In home viewing method

` General surveysExamination of purchase and consumer behaviour

For gauging the strength and weakness of company


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Uses of surveys:

` Market segmentation

` Establishing consumer profiles

` Product image and positioning` Conducting price perception analysis

Caselet: CARAVAN survey..refer pg 122


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Advantages of survey:

` flexible

` Info about motives, attitude and preferences

Disadvantages of survey:` Rely on respondents self report

` Gap between what people say and what they do

` Samples are biased, questions poorly phrased

leads to misinterpreted results


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` Purchase Panels:

A data gathering technique in which respondents recordtheir purchases online or in a diary

Caselet : Information in these diaries is no secret..refer

pg 123Media Panels:

A data gathering behaviour in which television viewingbehaviour is automatically recorded by electronicdevices, supplementing the purchase informationrecorded online or in a diary..eg nielson televisionindex by nielson market research


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Uses:

` Forecast sales

` Estimate market shares

` Assess brand loyalty and brand switchingbehaviour

Advantages:

Provide longitudinal data

Improved quality data

Recording is accurate, no errors


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` Electronic Scanner devices:

Data obtained by passing merchandise over a laser

scanner that reads a UPC Code from thepackages

3 types of scanner data are available: they are as

follows


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` Volume tracking data:

Data collected from check out scanner tapes thatprovide info on purchases by brand, size, price andflavour

` Scanner panels:Scanner data where panel members are identified by an

id card allowing each panel members purchase to bestored wrt individual shopper

` Scanner panels with cable TV:

Combination of scanner panel with manipulations onadvertsing that is being broadcast by cable televisioncompanies


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Advantages:

Reflect purchase behaviour not subject to

interviewing , recording etc

Info collected is current,unbiased and completeDisadvantages:

Lack of representativeness

Only large supermarkets have scanners & have

only limited geographic dispersionDo not provide info on underlying attitudes ,

preferences and reasons for specific choices


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` Classification of computerised databases:online databases

Databases, stored in computers, which require atelecommunications network to access.

Internet databasesInternet databases can be accessed, searched, andanalyzed on the Internet. It is also possible to downloaddata from the Internet and store it in the computer or anauxiliary storage device


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` offline databases:

Databases that are available on diskette or CD-

ROM.

Bibliographic databasesDatabases composed of citations to articles in

journals, magazines, newspapers, marketing

research studies, technical reports, government

documents, and the like. They often providesummaries or abstracts of the material citied.


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Numeric database:

` Contains numerical & statistical info

Full-text database:

` Databases containing complete text of secondarysource documents comprising the database

Directory database:

Provides info on organisation , individuals andservices

Special purpose database:Contains information on specific nature.


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` The most popular way of obtaining data fromretailer and wholesalers is an audit.

` Audit is a data collection process derived

from physical records or by performinginventory analysis

` Data are collected personally by theresearcher or by representatives of the

researcher and it is based on counts usuallyof physical object other than people.


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` Retailers and Wholesalers who participate in the

audit receive basic report and cash payments fromthe audit service.

` Audit is focus on the product and services sold

through the outlets.

` Although audits are still being conducted, many do

not collect manually but make use of

computerized information.


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`

Determining the size of the total market and thedistribution of sales.

`Assessing brand shares and competitive activity.

` Identifying shelf space allocation and inventory

problem`Analyzing distribution problems.

` Developing sales potential and forecasts.

` Developing and monitoring promotional

allocations based on sales volume.


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Advantage

` It provide relatively accurate information on themovement of many different products.

` The information is further broken down by no ofimportant vales such as brand, type of outletand size of the market.

Disadvantage` It have limited coverage.

`Audit information may not be timely or current.

` It can not be linked to customer characteristics.

Case: Refer pg no 129.


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` It provide syndicate data about industrial firm,

businesses, and other institutions.

` Financial, operating and employment data are also

collected by these syndicated researcher services

for almost every North American Industry

Classification System industrial category.

` These data are collected by making direct inquiries

from clipping services that monitor newspaper,

trade press or broadcasts and from corporate

reports.


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Uses:

` It provide information for Sales management

decisions` It can also aid in advertising decision

` And it is also helps to segment the market and

designing custom products and services

Advantage

` It represent an important source of secondary

information on industrial firms.

Disadvantage:

` It is limited in the nature, content, quantity and

quality information.


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Single source Data:An effort to combine data from different sources by

gathering integrated information on household and

marketing variables applicable to the same set of

respondents.Case :Refer pg 130

Computer Mapping:

It combines geography with demographic information

and a companys sale data or other proprietaryinformation to develop thematic maps.

Case : Refer pg 131


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` Sales and marketing management annual surveyprovides data to help analyze the market , whether theyare cities, countries, metro areas or states.

` It features statistics, rankings and projections withdemographic broken out by age, race, city and so on.

`

It provides information on retail spending and projectionfor growth in these areas.` Effective buying income = disposal income + BPI, for

which survey is best known` Survey- spending power of population, EBI and retail

sales


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Sources of International secondary data In US:1) Domestic organizations

` Govt

` Non Govt

2)Organization in foreign countries

` Govt

` International organizations

` Trade Associations.


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` For the domestic org In the US, both govt and

non govt are providing secondary data.

` The important govt sources are Dep ofcommerce, the Export Import bank of US, the

Dep of Agri.

` Non govt sources are OECD, IMF, the world bank

and the international chambers of commerce.

` Evaluation of secondary data is even more

critical for international than for domestic

projects.


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` The researcher is ethically obligated to ensure therelevance and usefulness of the secondary data to

problem at hand.

` Only data judged to be appropriate should be

used.` The data should be collected using procedures

that are morally appropriate.

` Data can be judged unethical if it is gathered in a

away that harms the respondent.Case refer pg 134.


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