Business Research Methods 9e Zikmund Babin Carr Griffin Secondary Data Research in a Digital Age Chapter 8 Secondary Data Research in a Digital Age 8 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LEARNING OUTCOMES 1. Discuss the advantages and disadvantages of secondary data 2. Define types of secondary data analysis conducted by business research managers 3. Identify various internal and proprietary sources of secondary data 4. Give examples of various external sources of secondary data 5. Describe the impact of single-source data and globalization on secondary data research 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8-2
Business Facts on a Grand Scale The use of secondary data has exploded with the advent of largescale electronic information sources and the web. Nielsen Claritas collects and integrates businessrelated data from difference sources. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8-3
Secondary Data Research Secondary Data Data gathered and recorded by someone else prior to and for a purpose other than the current project. Advantages Disadvantages Available Faster and less expensive than acquiring primary data Requires no access to subjects Inexpensive government data is often free May provide information otherwise not accessible Uncertain validity Data not consistent with needs Inappropriate units of measurement Too old 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 4
Secondary Data Research (cont d) Data conversion The process of changing the original form of the data to a format suitable to achieve the research objective Also called data transformation Cross-checks The comparison of data from one source with data from another source to determine the similarity of independent projects. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 5
EXHIBIT 8.1 Evaluating Secondary Data 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 6
Typical Objectives for Secondary-Data Research Designs Fact Finding Identification of consumer behavior for a product category Trend Analysis Market tracking the observation and analysis of trends in industry volume and brand share over time. Environmental Scanning Information gathering and fact-finding that is designed to detect indications of environmental changes in their initial stages of development. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 7
Does It Matter? Secondary research shows that services and value are most important to consumers. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8-8
Typical Objectives for Secondary-Data Research Designs Model Building Estimating market potential for geographic area Forecasting sales Analysis of trade areas and sites 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 9
EXHIBIT 8.6 Secondary Data for Calculating an Index of Retail Saturation 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 10
Data Mining Data Mining The use of powerful computers to dig through volumes of data to discover patterns about an organization s customers and products; applies to many different forms of analysis. Neural Network A form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 11
Mining Data from Blogs Data-mining software, like Buzz Report, search millions of blogs looking for messages related to particular products and trends. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8-12
Data Mining (cont d) Market-Basket Analysis A form of data mining that analyzes anonymous point-of-sale transaction databases to identify coinciding purchases or relationships between products purchased and other retail shopping information. Customer Discovery Involves mining data to look for patterns identifying who is likely to be a valuable customer. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 13
Database Marketing and Customer Relationship Management Database Marketing The use of customer relationship management (CRM) databases to promote one-to-one relationships with customers and create precisely targeted promotions. The practice of maintaining a customer database of: Names and addresses Past purchases Responses to past efforts Data from numerous other outside sources 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 14
Sources of Internal Secondary Data Internal and Proprietary Data Accounting information Sales information and backorders Customer complaints, service records, warranty card returns, and other records. Intranets 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 15
External Secondary Data Sources External Data Generated or recorded by an entity other than the researcher s organization. Information as a product and its distribution Libraries Internet Vendors Producers Books and periodicals Government Media Trade associations Commercial sources 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 16
EXHIBIT 8.7 Information as a Product and its Distribution Channels 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 17
Commercial Sources Market-share data Demographic and census updates Consumer attitude and public opinion research Consumption and purchase behavior data Advertising research 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 18
What s That Buzzing Sound? The Internet is filled with billions of consumer conversations. Buzzmetrics monitors Internet conversations for firms. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8-19
Single-Source and Global Research Data Single-Source Data Diverse types of data offered by a single company. Usually integrated on the basis of a common variable (i.e., geographic area or store). Government Agencies Global secondary data Typical limitations of secondary data Additional pitfalls Unavailable in some countries Questionable accuracy (political influences) Lack of standardized research terminology CIA s World Factbook; National Trade Data Bank 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 20
Around the World of Data 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8-21