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Primary And Secondary Data
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Marketing Research
The process of planning,
collecting, and analyzingdata relevant to a marketing
decision.
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Reasons to use
Marketing Research
Improve the quality of decision making
Trace problems Focus on keeping existing
customers
Understand the ever-changingmarketplace
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Why Good Marketing Research is Difficult
Dishonesty
Intention mismatched to behavior
Newness has no comparative basis
Marketing Research
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The Marketing Research Process
CollectData
SpecifySampling
Procedure
Plan Design/Primary Data
DefineProblem
AnalyzeData
Prepare/PresentReport
Follow Up
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Secondary Data
Data previously collected
for any purpose other
than the one at hand.
ALWAYS
USE THIS FIRST
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Sources of Secondary Data
Government Agencies
Trade and Industry Associations
Marketing Research Firms
Commercial Publications
News Media
Internal Corporate Information
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Advantages of Secondary Data
Saves time and money if on target
Aids in determining direction for
primary data collection
Pinpoints the kinds of people to
approach
Serves as a basis of comparison
for other data
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Disadvantages of Secondary Data
May not answer the exact question of yourresearch problem
Quality-Dont know who gathered it and howthe data was gotten
Accuracy of data may pose a problem-Dontknow age of the info and how biased thesurvey was
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Primary Data
Information collected for
the first time.
ALWAYS
USE THIS LAST
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Advantages of Primary Data
Answers a specific research question
Data are current
Source of data is known
Secrecy can be maintained
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Disadvantages of Primary Data
Expensive
Quality declines if interviews
are lengthy
Reluctance to participate in lengthyinterviews
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Types of Primary Data Gathering
1. Survey Research
2. Observational Research
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Survey Research
The most popular technique
for gathering primary data
in which a researcher
interacts with people to
obtain facts, opinions,
and attitudes.
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Forms of Survey Research
Focus Groups-7-10 people
who participate in a groupdiscussion led by a moderator
Mail Surveys
Telephone Interviews
Mall Intercept Interviews
Internet surveys
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Questionnaire Design
Open-EndedQuestion
Closed-EndedQuestion
Scaled-ResponseQuestion
An interview question thatencourages an answer phrased in
respondents own words.
An interview question that asksthe respondent to make a selection
from a limited list of responses.
A closed-ended questiondesigned to measure the intensity
of a respondents answer.
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Observation Research
A research method
that does not involve
personal interaction
between interviewer
and subject.
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Observation Research
Mystery Shoppers
Types ofObservationResearch
Audits
MachinesWatching
People
PeopleWatching
People
PeopleWatchingan Activity
Traffic Counters
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Observational Research
Advantages
1. Eliminates bias from
the interviewingprocess
2. Does not relay on the
respondent'swillingness to
provide data
Disadvantages
1. Data collection costs
are high
2. No insight on the
problem that youdidnt think toconsider
TYPES OF DATA
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FIGURE 8-2 Types of marketing informationTYPES OF DATA
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Data Mining-
Use of technology tosearch through data
records looking for useful information.
finds statistical links that highlight opportunities
Compiling and Delivering the Report
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Concept Check
A: Secondary data are facts andfigures that have already been
recorded before the project at
hand, whereas primary data are
facts and figures that are newly
collected for the project.
1. What is the difference between
secondary and primary data?
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Concept Check
A: Data mining is the extraction ofhidden predictive information
from large databases to find
statistical links that suggest
marketing actions.
1. What is data mining?