100%(1)1 out of 1 people found this document helpful
This preview shows page 1 - 5 out of 18 pages.
Lecture 3Secondary and Syndicated Sources of Marketing DataDepartment of MarketingDr. Junzhao MaMKF2121Marketing Research MethodsToday’s agenda – Secondary data2•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 ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the Report3
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)45Different types of research design (from last week)Exploratory Research DesignConclusive Research DesignResearch Design Descriptive ResearchCausal ResearchSecondary DataQualitative Research6Research DesignExploratory Research DesignConclusive Research DesignResearch Design Secondary DataQualitative Research•Ambiguous problem•Provideinsight•Info defined loosely•Process flexible•Small sample•Results tentative
7Research DesignExploratory Research DesignConclusive Research DesignResearch Design •Hypothesis testing•Info clearly defined•Process formal•Large sample•Results conclusiveDescriptive ResearchCausal ResearchA general categorization of marketing research data8Marketing research dataPrimary dataSecondary dataPrimary data is originated by a researcher (i.e., you) for the specific purpose of addressing the problem at handSecondary data has already been collected (i.e., someone else) for purposes other than the problem at handThe different “things” we call secondary data9•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?10Marketing ResearchProblem‐Identification ResearchMarket Potential, Market Share,Market Characteristics, Sales Analysis,Forecasting, Business TrendsSegmentation, Product, Pricing,Promotion, DistributionProblem‐Solving Researchhelp identify problems which are notnecessarily apparent on the surface andyet existhelp solve specific marketingproblemsMore specifically, for the marketing research problems we encounter in this unit …•