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1、Exploring Marketing Research William G. Zikmund,Chapter 7: Secondary Data Research in a Digital Age,Copyright 2000 by Harcourt, Inc. All rights reserved.,Secondary Data,Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already a
2、ssembled Needs no access to subjects,Copyright 2000 by Harcourt, Inc. All rights reserved.,Advantages of Secondary Data,Inexpensive Obtained Rapidly Information is not Otherwise Accessible,Government data is often free,Copyright 2000 by Harcourt, Inc. All rights reserved.,Copyright 2000 by Harcourt,
3、 Inc. All rights reserved.,Disadvantages of Secondary Data,Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated),Secondary Data may be Dated,The Economic Census profiles the U.S. economy every 5 years, from the national to the local le
4、vel.,Copyright 2000 by Harcourt, Inc. All rights reserved.,Copyright 2000 by Harcourt, Inc. All rights reserved.,Evaluating Secondary Data,Does the data help to answer questions set out in the problem definition?,Does the data apply to the time period of interest?,Does the data apply to the populati
5、on of interest?,Applicability to project objectives,Copyright 2000 by Harcourt, Inc. All rights reserved.,Do the other terms and variable classifications presented apply?,Are the units of measurement comparable?,If possible, go to the original source of the data?,Evaluating Secondary Data (continued
6、),Applicability to project objectives,Accuracy of the data,Copyright 2000 by Harcourt, Inc. All rights reserved.,Is the cost of data acquisition worth it?,Accuracy of the data,Is there a possibility of bias?,Can the accuracy of data collection be verified?,Copyright 2000 by Harcourt, Inc. All rights
7、 reserved.,Objectives for Secondary Data Studies,Fact Finding Model Building Data Based Marketing,Copyright 2000 by Harcourt, Inc. All rights reserved.,Common Research Objectives for Secondary Data Studies,Fact Finding - Identifying consumption patterns - Tracking trends,Model building - Estimating
8、market potential - Forecasting sales - Selecting trade areas and sites,Data Base Marketing - Development of Prospect Lists - Enhancement of Customer Lists,Copyright 2000 by Harcourt, Inc. All rights reserved.,Fact Finding,Identify Consumer Behavior Trend Analysis Environmental Scanning,Copyright 200
9、0 by Harcourt, Inc. All rights reserved.,Model Building,Market Potential Forecasting Sales Analysis of Trade Areas,Copyright 2000 by Harcourt, Inc. All rights reserved.,Data Based Marketing,Practice of maintaining a customer data base Names Addresses Past purchases Responses to past efforts Data fro
10、m numerous sources,Copyright 2000 by Harcourt, Inc. All rights reserved.,Internal Data,Internal and Proprietary data is more descriptive,Accounting information Sales information Backorders Customer complaints,Copyright 2000 by Harcourt, Inc. All rights reserved.,Data Mining,Copyright 2000 by Harcour
11、t, Inc. All rights reserved.,Information Producer (Federal Government),Library (Storage of government documents and books),Company User,Traditional Distribution,Indirect Channel Using Intermediary,Copyright 2000 by Harcourt, Inc. All rights reserved.,Information Producer (Federal Government),Company
12、 User,Traditional Distribution,Direct Channel,Copyright 2000 by Harcourt, Inc. All rights reserved.,Direct, Computerized Distribution Using Intermediary,Information producers (Just-in-time inventory partner) computerized database,Company user,Copyright 2000 by Harcourt, Inc. All rights reserved.,Mod
13、ern Distribution of Secondary Data,Information producer A (Federal government- census data),Information producer B (Grocery store-retail scanner data),Information producer C (Audience research company- television viewing data),Vendor/external distributor (Computerized database integrating all three
14、data sources for any geographic area),Information producer A (Federal government- census data),Copyright 2000 by Harcourt, Inc. All rights reserved.,External Data,Created, recorded, or generated by an entity other than the researchers organization Government Trade associations Newspapers and journal
15、s,Copyright 2000 by Harcourt, Inc. All rights reserved.,External Data,Libraries The Internet Vendors Producers Books and Periodicals,Copyright 2000 by Harcourt, Inc. All rights reserved.,External Data,Government sources Media sources Commercial sources,Government Sources,Copyright 2000 by Harcourt,
16、Inc. All rights reserved.,Copyright 2000 by Harcourt, Inc. All rights reserved.,Commercial Sources,Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time Demographic and census updatesmany organizations supply census updates, in easy-to-use or custom formats,Commercial Sources,Attitude and public opinion researchsyndicated services report the findings of opinio
