ADV Research Ch.3- Secondary Research

Secondary Vs Primary Research -Based on 2 criteria: -1. The _____ responsible for planning and conducting the research= -involvement of secondary researcher begins after/before? primary researcher does....

-1. The individual responsible for planning and conducting the research= -involvement of secondary researcher begins after primary researcher does problem definition, sample design, data collection, data analysis and presentation of results bc secondary researcher has no control over what info was collected, the method of collection or the procedures used to analyze data

**Uses of Secondary Research -1. Directly answer an advertiser's informational needs= -2. Provide important insights prior to primary research= help to ___, ___, or ___ -2. Contribute to questionnaire development

-1. provide required info without need for further analysis or manipulation & if cant answer an informational need in its original form can satisfy that need if manipulated -2. help to clarify, redefine, or refocus -3. can alert of the problems that might be encountered in the planned primary research & can provide examples of ways to probe/explore specific areas addressed in primary research

Secondary Vs Primary Research -Based on 2 criteria: -2. The ______ under which the research was conducted. -primary= _____ design & _____ content to specifically meet original end users' info needs -secondary= researcher must adapt and ??

-2. The circumstances under which the research was conducted. -primary= methodological design & questionnaire content to specifically meet original end users' info needs; data coding, organization, and analysis = needs of those who initially requested research -secondary= researcher must adapt and translate data from original use to the new needs

Beyond General Search Engines: -Google Blog _____ -Google _____ -Google ____ Search

-Google Blog Search (results will update with new content much faster than standard Web searches) (structured data within site feeds= possible to find precise posts and date ranges with much more accuracy) -Google Scholar (simple way to broadly search for scholarly literature) -Google Book Search (retrieves books with content that contains a match)

Evaluating Secondary Information "Goodness": -Identify Author and source= -Accuracy -Currency: when? last updated? -Objectivity/ Purpose of the study: -Methodology used to collect the data -Content of the data -Dependability of the data

-Identify Author/source=value when created by unbiased, qualified ppl (credentials of author? other works? sponsor? website?) -Accuracy=external sources to verify info? been reviewed? original data for support? unfairly manipulated? tables and graphs labeled? data methodology unbiased? -Objectivity/ Purpose= opinion clearly distinguished from fact? is distinction clear? underlying purpose of informing or supporting an advocacy position? tone and perspective? what type of pages link to the source?

Limitations of Secondary Research -Lack of availability= bc of the _____ of the info need OR the ______ nature of the desired info -Relevance= but increases when: -Measurement units differ "units of measurement" -Definitions differ "unit of analysis" -Out of date

-Lack of availability= bc the uniqueness & specificity of the info need OR the proprietary nature of the desired info -Relevance increases when: high correspondence between the "units of measurement" & the adv's units; high correspondence between how an advertiser/marketer defines the "unit of analysis" (category definition, time period, target definition) and secondary info source defines it Measurement units differ Definitions differ Out of date

Staying Current: Email Newsletters= -Newspaper Publishers: Advertising Age --Creativity Newsletter= --Madison+Vine= -Clickz= -Mediapost=

-Newspaper Publishers: Advertising Age= publish 12 newsletters of adv-related trends and developments --Creativity Newsletter= must-see creative work from across platform and discipline --Madison+Vine= 'cutting-edge campaigns pushing the content commerce envelope' -Clickz= publishes newsletters that are organized into "Tracks"; linked thematically by adv and marketing discipline -Mediapost= publishes 24 daily and weekly newsletters all with original content; some are narrowly defined area and others provide perspectives on specific groups

Secondary Data Advantages: Additions and Summary

-Time efficiencies -Cost economies -Helps to increase understanding and to clarify the problem -Insight into theory and analytical frameworks; Identify variables that need to be studied -Point of comparison for trends

-Secondary Research can answer: -narrow questions through: -broad questions that require:

-diligent research -considerable research & successful synthesis of info from different sources = how data fits to form a pattern/trend -ex. social media trends= broad, well-synthesized secondary analysis

Locating Secondary Information= -Offline print -Non-indexed online sources -Indexed online sources -the goal for every search: -use of systematic search strategy increases the probability that ??

-external sources= great diversity -the goal for every search: efficiently find the most relevant info -use of systematic search strategy increases the probability that search results are relevant and useful

Primary and Secondary Sources -primary source= the individual or org that ?? -secondary source= the individual or org that provides ?? -the 2 sources are/are not? interchangeable; are/are not? equally acceptable

-primary source= the individual or org that originated the info -secondary source= the individual or org that provides the info after obtaining it from the original source -the 2 sources are not interchangeable or equally acceptable

Staying Current: -Email Newsletters

-provide re-cap of current developments or present original analyses and perspectives -goal: identify the newsletters whose content is most relevant and of interest on a continuing basis

Whitepapers, Research Reports, Webinars, and Presentations: -Whitepapers and Research Reports typically present perspectives and research findings related to ??; serve dual benefit of keeping adv's and marketers informed about? -Webinars & Presentations=

-related to a company or org's area of focus & expertise -serve dual benefit of keeping advertisers and marketers informed about new ideas and research findings while at the same time promoting the company or org -Webinars & Presentations= more visual way to present research & perspective

Whitepapers, Research Reports, Webinars, and Presentations: -companies providing white papers and related materials focus on: Online, Digital, and Emerging media such as? -leading companies:

-such as social network, video game, and mobile advertising -leading: Doubleclick comScore Coremetrics Dynamic Logic Enquiro Interactive Advertising Bureau (IAB) Atlas Institute Nielsen-Online

3 Advantages of Primary Sources

-when possible, obtain info from primary source, bc: -1. Completeness= presents the full set of findings in an unabridged form; VS secondary= selects & presents portions —> bias -2. Accuracy; vs secondary= misinterpret info or present it in biased/misleading way & often omit footnotes or ket textual elements, changing the meaning -3. Quality= describe the methodology thru which data was collected; information quality

Indexed Online Sources: Search Engine Search Strategies: Steps= -1. State information need= -2. Eliminate unnecessary words= -3. Expand initial search phrases by using _____ and adding an "__" And: ______ and quality of results can be increased by adding a "___" between multiple words -4. Conduct search on several search engines: -5. systematically read key findings and reflect on results -6. revise original search phrases; create new search phrases; re-search on most productive search engines -7.search deeper, follow key links and references

1. State information need= "What are the current trends in the yogurt category?"= express your information need in form of one or more questions 2. Eliminate unnecessary words= "What are the current trends in the yogurt category?"- trends yogurt 3. Expand initial search phrases by using synonyms and adding an "s" And: Relevance and quality of results can be increased by adding a "+" between multiple words -4. Google, Yahoo!, Bing

Secondary Research Defined -Information that has been collected and analyzed by ?? for a purpose ??

Information that has been collected and analyzed by others for a purpose other than specifically responding to a current informational need

Internal Secondary Data: -Data originating within the firm:

Sales invoices Sales reports Warranty cards Individual customer records Scanner data Customer data bases.....

Regardless of your research design - always conduct secondary data search

before you do primary data collection.

Newsletter Publishers: Narrowly Focused Newsletters

eMarketer HBS Working Knowledge IAB Smartbrief Iconowatch Marketing Charts McKinsey Quarterly

secondary info is obtained from:

primary & secondary sources

Use of search engines & other sources (newsletters, whitepapers, etc, provided by..?)

provided by newsletter publishers, trade organizations and independent companies