– already exists – has been collected for another purpose • Primary data – does not exist – collected specifically for research project • Qualitative data – tends to be narrative in nature – describes attitudes, opinions and motivations in words • Quantitative data – describes variables by allocating a number to represent attitudes, opinions and motivations Research Design: 1. Exploratory Research Design: – secondary data - qualitative research • Ambiguous problem • Provide insight • Info defined loosely • Process flexible • Small sample • Results tentative 2. Conclusive research design: - descriptive research – causal research •Hypothesis testing • Info clearly defined • Process formal • Large sample
• Results conclusive Descriptive Research • Main objective – Describe market characteristics or function • Example – Develop a profile of target market – Answer relational and comparative RQs • Mostly using primary data (in this unit) • Common designs 常见的设计 – Cross-sectional: snapshot of the market place at one point in time 横截面：在一个时 间点上的市场快照 – Longitudinal: track the changes that take place over time 纵向：跟踪随时间发生的变 化 Causal Research • Main objective – Identify causal relationships • Example – Identify causes and effects – Determine the extent of the relationship • Primarily conducted through experiments (week11) Week 3 The different “things” we call secondary data • Company internal data （公司内部资料）– Examples: Sales, finance, customer complaints, website traffic– Relational databases • Any data collected by outside agencies and organizations （外部机构和组织收集 的任何资料）– Government: census – Trade association: industry statistics – Marketing research organization: industry performance data; syndicated data ( 联合数据 ) • Existing literature (Data ≠ Numbers) （现有文献）– Previous marketing research studies on similar topics – Books – Academic journal articles – Newspaper articles – Blogs
Why do we need “data” in marketing research? For MRP and analytical Model or Framework: formulate research problem. For research question(RQ) and Hypotheses: solving research problem through testing hypotheses. Why use secondary data （优点） • It is readily available • Cheap (compared to collecting your own data) • Provide useful information, insight and understanding of the problem • Possibility of solving the problem without collecting any primary data The main drawbacks of using secondary data （缺点） • Prior data manipulation – Render data unfit for present purpose ( 先前的数据处理 - 渲染 数据不适合目前的用途 ) • Data relevancy The time period of the collection The categories of definitions The unit of measures • Data accuracy (trustworthiness) – just because someone says so, doesn’t mean it’s true – Consistency across sources
You've reached the end of your free preview.
Want to read all 16 pages?
- Two '16
- representative, secondary data