Chapter Four

Exploratory
Research
Design:
Secondary Data

2009 Pearson Education, Inc publishing as Prentice Hall 4-1

 Figure 4.1 Relationship of Secondary Data to the
Previous Chapters and the Marketing Research Process
Focus of this Relationship to Relationship to Marketing
Chapter Previous Chapters Research Process
Secondary Data The Internet as a
Problem Definition
Source of Marketing
Research Information
(Chapter 1) Approach to Problem
Tasks Involved in
Problem Definition and Research Design
Developing an
Approach (Chapter 2)
Field Work
Exploratory Research
Design (Chapter 3)
Data Preparation
Descriptive Research and Analysis
Design (Chapter 3)
Report Preparation
and Presentation

2009 Pearson Education, Inc publishing as Prentice Hall 4-2

 Figure 4.2 Secondary Data: An Overview

Opening Vignette
Experiential Learning

Primary versus Secondary Data

What Would You Do?

Table 4.1

Advantages and Uses of Secondary Data

Be an MR!

Disadvantages of Secondary Data

Criteria for Evaluating Secondary Data

Be a DM!

Table 4.2

Application to Contemporary Issues

International Technology Ethics
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 Figure 4.2 Secondary Data: An Overview (cont)

Opening Vignette
Experiential Learning

Classification of Secondary Data

What Would You Do?

Figure 4.3

Internal Secondary Data

Database Marketing Data Mining & CRM

Published Secondary Data

Be an MR!

Figures 4.4, 4.5

General Business Government

Sources Sources

Computerized Databases
Be a DM!

Figure 4.6 Online Internet Offline

Combining Internal and External Secondary Data

Application to Contemporary Issues (Fig 4.7)
International (Fig 4.8) Technology Ethics
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 Primary vs. Secondary Data
Primary data are originated by a researcher for the
specific purpose of addressing the problem at hand.
The collection of primary data involves all six steps of
the marketing research process (Chapter 1).

Secondary data are data which have already been

collected for purposes other than the problem at
hand. These data can be located quickly and
inexpensively.

2009 Pearson Education, Inc publishing as Prentice Hall 4-5

 Table 4.1
A Comparison of Primary and Secondary Data

Primary Data Secondary Data

For the problem

Collection purpose For other problems
at hand

Collection process Very involved Rapid and easy

Collection cost High Relatively low

Collection time Long Short

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 Uses of Secondary Data
Identify the problem

Better define the problem

Develop an approach to the problem

Formulate an appropriate research design

(for example, by identifying the key variables)

Answer certain research questions and test

some hypotheses

Interpret primary data more insightfully

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 Criteria for Evaluating
Secondary Data
Specifications: Methodology Used to Collect the
Data

Error: Accuracy of the Data

Currency: When the Data Were Collected

Objective(s): The Purpose for Which the Data

Were Collected

Nature: The Content of the Data

Dependability: Overall, How Dependable Are the

Data
2009 Pearson Education, Inc publishing as Prentice Hall 4-8
 Table 4.2
Criteria for Evaluating Secondary Data

Criteria Issues Remarks

Specifications/ Data collection method Data should be
Methodology Response rate reliable, valid,
Quality of data and generalizable
Sampling technique to the problem
Sample size at hand.
Questionnaire design
Field work
Data analysis

Error Examine errors in: Assess accuracy by

Approach, Research design, comparing data
Sampling, Data collection, from different
Data analysis, Reporting sources.

Currency Time lag between collection Census data are

and publication periodically updated
Frequency of updates by syndicated firms.

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 Table 4.2 (Cont.)
Criteria for Evaluating Secondary Data
Criteria Issues
Objective Why were the data
collected?
Nature Definition of key variables
Units of measurement
Categories used
Relationships examined
Dependability Expertise, credibility,
reputation, and
trustworthiness of the
source.
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Remarks
The objective will
determine the
relevance of data.
Reconfigure the
data to increase
their usefulness,
if possible.
Data should be
obtained from an
original rather
than an acquired
source.
4-10
 Figure 4.3 A Classification of Secondary Data

Secondary
Data

Internal External

Ready to Syndicated
Published Services
Use Requires
Materials
Further
Processing Computerized
Databases

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 Internal Secondary Data
Department Store Project
Sales were analyzed to obtain:
Sales by product line
Sales by major department (e.g., men's wear, house
wares)
Sales by specific stores
Sales by geographical region
Sales by cash versus credit purchases
Sales in specific time periods
Sales by size of purchase
Sales trends in many of these classifications were
also examined
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 Type of Individual/Household Level
Data Available from Syndicated Firms
I. Demographic Data
- Identification (name, address, telephone)
- Sex
- Marital status
- Names of family members
- Age (including ages of family members)
- Income
- Occupation
- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned
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 Type of Individual/Household Level Data
Available from Syndicated Firms (Cont.)
II. Psychographic Lifestyle Data
- Interest in golf
- Interest in winter skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun & Bradstreet and American
Business Information, which collect demographic data on businesses.
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 Figure 4.4 A Classification of Published Secondary Sources

Published Secondary
Data

General Government
Business Sources
Sources

Statistical
Guides Data Census Data
Directories
Other
Government
Publications
Indices

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 Published External Secondary Data
Guides
An excellent source of standard or recurring information
Helpful in identifying other important sources of directories, trade
associations, and trade publications
One of the first sources a researcher should consult
Examples: Business Information Sources, Encyclopedia of
Business Information Sources

Directories
Helpful for identifying individuals or organizations that collect
specific data
Examples: Consultants and Consulting Organizations Directory,
Encyclopedia of Associations, FINDEX: The Directory of Market
Research Reports, Studies and Surveys

Indices
Helpful in locating information on a particular topic in several
different publications
Examples: Business Index, Business Periodical Index

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 Figure 4.5 Geographic Subdivision of
an MSA
Center City
Fulton County Cobb County

City

Center City

Census Tract

Dekalb County Gwinnett County

Block Block Group

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 Figure 4.6 A Classification of Computerized Databases

Computerized
Databases

Online Internet Offline

Special
Bibliographic Purpose
Databases Databases

Numeric Full-Text Directory

Databases Databases Databases
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 Classification of Computerized
Databases
Bibliographic databases are composed of citations
to articles.
Numeric databases contain numerical and statistical
information.
Full-text databases contain the complete text of the
source documents comprising the database.
Directory databases provide information on
individuals, organizations, and services.
Special-purpose databases provide specialized
information.
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 2009 Pearson Education, Inc publishing as Prentice Hall 4-20
 Figure 4.8 Sources of Secondary Data for International Marketing
Research
International
Secondary Data

Domestic International Organizations in

Organizations in the Organizations in the Foreign Countries
United States United States

Governments

Government
Sources Trade
Associations
Nongovernment
Sources
International
Organizations
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