Secondary Data 4202

External Secondary Data Sources

Syndicated Services Government Business/Non Government

Examples of secondary data

Syndicated research Company sales data Scanner data

Secondary Data

are data which have (had) already been collected for purposes other than the (immediate) problem at hand.

Primary Data

are originated by a researcher for the specific purpose of addressing the problem at hand. - involves all steps of the marketing research process

When is secondary data used?

(1) during the problem definition phase of a marketing research project (2) as the only source of data for a marketing research project

Which of the following statements on secondary data is true? - Collecting secondary data requires access to respondents - Secondary data are newly collected for the purpose of addressing the problem at hand - None of the below are true - Secondary data is always free - Secondary data analysis is only used for the problem definition phase of a marketing research project

- none of the above are true

When evaluating secondary data, focus on:

1. its applicability to current project 2. what can be said about the accuracy (who what where when why)

Internal Secondary Data Sources

Customer Databases Data Warehousing and Data Mining CRM and Database Marketing

CRM Data includes

Customer purchase history detailed demographic data past responses to marketing efforts (relates to one organization)

Neilson Homescan

Example of external secondary data - participants scan all purchases for public data

Loyalty Program Data and Scan Data are _________ secondary sources

Internal

Obtaining secondary data is typically ______ and ______ expensive than obtaining

faster; less

A marketing researcher uses scanner data (UPC data) collected by AC Nielsen to investigate the effect of a sales promotion in the soft-drink category on the sales in the potato chips category. She uses.

secondary external data

Which of the following is not an example of primary data collection? - an academic experiment using graduate students as subjects to determine how sales executives make decisions All of the other possible answers are examples - using syndicated data sources - observation of replacement rate for floor tiles at a Chicago museum - telephone survey of wholesalers

using syndicated data sources