MKF2121 Week 03 Moodle.pdf - Lecture Lecture 3 Secondary...

Lecture 3
Secondary and Syndicated
Sources of Marketing Data
Department of Marketing
Dr. Junzhao Ma
MKF2121
Marketing Research Methods
Today’s agenda – Secondary data
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• What is secondary data
• Different types of secondary data and how they are
used in marketing research
• From secondary data to “big data”
Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
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Last Week Lecture - what is research design
• Think of it as different research methods/resources to
help you answer your research questions (RQs) (e.g.,
conducting survey via questionnaire, running lab
experiments)
• Some types of research designs could also help you
come up with research questions (RQs) (e.g.,
researching previous literature)
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5
Different types of research design (from last week)
Exploratory
Research Design
Conclusive
Research Design
Research Design
Descriptive
Research
Causal
Research
Secondary
Data
Qualitative
Research
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Research Design
Exploratory
Research Design
Conclusive
Research Design
Research Design
Secondary
Data
Qualitative
Research
• Ambiguous problem
• Provide insight
• Info defined loosely
• Process flexible
• Small sample
• Results tentative

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Research Design
Exploratory
Research Design
Conclusive
Research Design
Research Design
• Hypothesis testing
• Info clearly defined
• Process formal
• Large sample
• Results conclusive
Descriptive
Research
Causal
Research
A general categorization of marketing research data
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Marketing research data
Primary data Secondary data
Primary data is
originated by a
researcher (i.e.,
you ) for the
specific purpose of
addressing the
problem at hand
Secondary data
has already been
collected (i.e.,
someone else )
for purposes
other than the
problem at hand
The different “things” we call secondary data
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• Company internal data
– Examples: Sales, finance, customer complaints, website traffic
– Relational databases
• Any data collected by outside agencies and organizations
– Government: census
– Trade association: industry statistics
– Marketing research organization: industry performance data;
syndicated data
• Existing literature (Data ≠ Numbers)
– Previous marketing research studies on similar topics
– Books
– Academic journal articles
– Newspaper articles
– Blogs

Why do we need so many different types of “data”
in marketing research?
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Marketing Research
Problem‐Identification Research
Market Potential, Market Share,
Market Characteristics, Sales Analysis,
Forecasting, Business Trends
Segmentation, Product, Pricing,
Promotion, Distribution
Problem‐Solving Research
help identify problems which are not
necessarily apparent on the surface and
yet exist
help solve specific marketing
problems
More specifically, for the marketing research
problems we encounter in this unit …
•