Marketing Research Spring Test 2 Set 2 Slides

Front 1

Data that were developed for some purpose other than helping to solve the problem at hand. It exists now.

Back 1

secondary data

Front 2

quick and efficient
inexpensive (relatively)
can provide information not obtainable by average firm
less subject to bias
wide scope or width

Back 2

advantages of secondary data

Front 3

may not be available
may not be relevant or applicable  units % categories -- time periods
may not be accurate or its obsolete
may not be sufficient - need to go to the original source
may not be trustworthy - who collected it, why did they collect it, how did they collect it?

Back 3

disadvantages of secondary data

Front 4

Sample - concerns with the size, the population from which it was drawn, how it was selected, is the data weighted in a way that is not seem logical
How were the questions asked? Were they biased?
Were the appropriate analytical techniques used to analyze the data?
Do to conclusions seem to follow logically from data analysis?
Are there limitations or delimitations on the study? Are these ignored?
Are conflicting results ignored or discussed?

Back 4

potential bias in marketing research

Front 5

Sales records
Sales force reports
Accounting records
Other reports
inventory records
annual reports 10Ks
past research reports
production reports

Back 5

internal sources of secondary data

Front 6

Trade Associations
Government agencies
Computerized data
Other published sources
Syndicated Sources
MRCA
Nielsen
Buying Power Index

Back 6

external sources of secondary data

Front 7

external syndicated sources of secondary data

Back 7

MRCA
Nielsen
Buying Power Index

Front 8

News sources - keeping up with the world
2. Exploration hypothetical solutions to problems suggested by secondary data

Back 8

uses of secondary data

Front 9

is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Back 9

standardized information

Front 10

two broad classes of standardized information

Back 10

Standardized services
Syndicated data

Front 11

refers to a standardized marketing research process that is used to generate information for a particular user.

Back 11

Standardized services

Front 12

are data that are collected in a standard format and made available to all subscribers.
Example: The Nielsen TV Ratings

Back 12

syndicated data

Front 13

Taking advantage of the experience of the research firm offering the service.
Reduced cost.
Speed of the research service.

Back 13

advantages of standardized services

Front 14

The ability to customize some projects is lost.
The company providing the standardized service may not know a particular industry well.

Back 14

disadvantages of standardized services

Front 15

Shared costs
Quality of the data collected is typically very high.
Data are normally disseminated very quickly.

Back 15

advantages of syndicated data

Front 16

Buyers have little control over what information is collected.
Firms often must commit to long-term contracts.
No strategic information advantage in purchasing syndicated data.

Back 16

disadvantages of syndicated data

Front 17

Consumer Attitudes
Media Usage
Market Performance
Household Purchases
Single Source Data

Back 17

types of information

Front 18

Tracking Consumer Trends
Measuring media reach, frequency, and effectiveness
Evaluating marketing strategies

Back 18

uses of syndicated data