Business Research Methods 9th Edition Zikmund Solutions Manual

Business Research Methods 9th
Edition Zikmund Solutions Manual

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Chapter 8
Secondary Data Research in a Digital Age

AT-A-GLANCE
I. Introduction
A. Advantages of secondary data
B. Disadvantages of secondary data
II. Typical Objectives for Secondary-Data Research Designs

A. Fact-finding
• Identification of consumer behavior for a product category
• Trend analysis
o Environmental scanning
B. Model building
• Estimating market potential for geographic areas
• Forecasting sales
• Analysis of trade areas and sites
C. Data mining
D. Database marketing and customer relationship management
III. Sources of Secondary Data

A. Sources of internal and proprietary data
B. External data: The distribution system
C. Information as a product and its distribution channels
• Libraries
• The Internet
• Vendors
• Producers
▪ Books and periodicals
▪ Government sources
▪ Media sources
▪ Trade association sources
▪ Commercial sources
➢ Market share data
➢ Demographic and census updates
➢ Consumer attitude and public opinion research
➢ Consumption and purchase behavior data
➢ Advertising research
IV. Single-Source Data – Integrated Information
V. Sources for Global Research
104
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duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Eight: Secondary Data Research in a Digital Age 105
LEARNING OUTCOMES
1. Discuss the advantages and disadvantages of secondary data
2. Define types of secondary data analysis conducted by business research managers
3. Identify various internal and proprietary sources of secondary data
4. Give examples of various external sources of secondary data
5. Describe the impact of single-source data and globalization on secondary data research
CHAPTER VIGNETTE: Business Facts on a Grand Scale

The use of secondary data (i.e., data that has been collected previously for other purposes) has
exploded with the advent of large-scale electronic information sources and the Web. One
company that has taken full advantage of integrating various business related information sources
is Nielsen Claritas (a merger of the Nielsen Company and Claritas). Claritas is known for (1)
PRIZM, which provides market segmentation information; (2) Consumer Point, a target
marketing analysis solution for different industry spaces; and (3) Business-Facts, which provides
accurate business data for market support and strategic planning and holds great promise as a
secondary data source for existing companies. All of the information sources within Nielsen
Claritas add value to business users by satisfying two very critical needs: expertise in linking
different data streams into a cohesive system and geographically-based information systems.
SURVEY THIS!
The data in the online survey provide qualitative and quantitative data based upon responses from
students around the world. Some of the data variables are similar to the kinds of data gathered
from public opinion research, such as how a person’s job affects them outside of work. Students
are asked to do a Google search on terms like “work tension opinions” and “work stress study”
and asked if the results obtained from the online survey appear consistent with other opinion
study results.
RESEARCH SNAPSHOTS
➢ Does It Matter?
With secondary data, researchers can test research questions that would be difficult to
examine any other way. For example, what matters when it comes to firm performance?
Secondary data sources such as the Nielsen database, Compustat, and the American
Consumer Satisfaction Index (ASCI) can be useful. What should companies emphasize?
It seems like firms should allocate scarce resources toward increasing services and
deliver greater value.
➢ Mining Data from Blogs

With tens of millions of blogs available on the Internet, there is no way to read them all
to learn what people are thinking. One solution is data-mining software designed for the
Blogosphere. Umbria Communications offers a program called Buzz Report, which
searches 13 million blogs. Marketers can buy the service to find out what people are
106 Part Two: Beginning Stages of the Research Process
saying about their products or to explore unmet needs. The program can identify positive
and negative messages, estimate the writer’s age range and sex, and recognize sarcasm.
➢ What’s That Buzzing Sound?

For large companies, companies like Buzzmetrics, a part of Nielsen online, monitor
thousands of websites for brand mentions and whether those mentions are positive or
negative.
➢ Around the World of Data

With the Internet, we can quickly go around the world and find data. Several Web sites
are provided for countries around the world.
OUTLINE
I. INTRODUCTION
➢ Secondary data – data gathered and recorded by someone else prior to (and for
purposes other than) the current project.
➢ Require no access to respondents or subjects.
➢ Advantages of Secondary Data

➢ Primary advantage is their availability.
➢ Essential in instances when data cannot be obtained using primary data collection
procedures.
➢ Disadvantages of Secondary Data

➢ Data not designed specifically to meet the researchers’ needs.
➢ Even when available, it can be inadequate because:
1. variation in definition of terms
2. different units of measurement
3. lack of information to verify the data’s validity
4. outdated information
➢ Data conversion (a.k.a. data transformation) is the process of changing the
original form of the data to a format suitable to achieve the research objective.
➢ User has no control over their validity.
➢ Data can be biased.
➢ Cross-checks of data from multiple sources (i.e., comparison of the data from
one source with data from another) should be made to determine the similarity of
independent projects.
➢ Exhibit 8.1 illustrates a series of questions that should be asked to evaluate
secondary data.
II. TYPICAL OBJECTIVES FOR SECONDARY-DATA RESEARCH DESIGNS
➢ Exhibit 8.2 shows three general categories of research objectives: fact-finding,

model building, and database marketing.
➢ Fact-Finding
➢ The simplest form of secondary data research.
➢ Identification of Consumer Behavior for a Product Category

• A typical objective for a secondary research study might be to uncover all
available information about consumption patterns for a particular product
category or to identify demographic trends that affect an industry.
➢ Trend Analysis
• Market tracking is the observation and analysis of trends in industry
volume and brand share over time.
• Scanner research services and other organizations provide facts about sales
volume.
• Most large consumer goods companies routinely investigate brand and
product category sales volume using secondary data.
➢ Environmental Scanning
• Entails information gathering and fact-finding designed to detect indications
of environmental changes in their initial stages of development.
• Push technology is an Internet information technology that automatically
delivers content to the researcher’s or manager’s computer.
➢ Model Building
➢ More complicated than simple fact-finding.
➢ Model building involves specifying relationships between two or more
variables.
➢ Need not include complicated mathematics, though.
➢ Estimating Market Potential for Geographic Areas

• Business researchers often estimate market potential using secondary data.
• Exact figures may be published by a trade association or another source.
• Researcher may estimate market potential by transforming secondary data
from two or more sources.
➢ Forecasting Sales
• Sales forecasting is the process of predicting sales totals over a specific time
period.
• Accurate sales forecasts, especially when products are in mature, stable
markets, frequently are the result of secondary data research that identify
trends and extrapolates past performance into the future.
• A rudimentary model would multiply past sales volume by an expected
growth rate.
• Exhibit 8.5 illustrates a trend projection using a moving average projection of
growth rates.
▪ Moving average forecasting is best suited to a static competitive
environment.
➢ Analysis of Trade Areas and Sites

• Managers examine trade areas and use site analysis techniques to select the
best locations for retail or wholesale operations.
• Secondary data research helps managers make the site selection decision.
• The index of retail saturation offers one way to investigate retail sites and
to describe the relationship between retail demand and supply.
▪ It describes the relationship between retail demand and retail
supply.
▪ Index of retail saturation = Local market potential  Local
marketing retailing space.
▪ Can compare this index figure with those of other areas to
determine which sites have the greatest market potential with the
least amount of retail competition.
➢ Data Mining
➢ The term data mining refers to the use of powerful computers to dig through
volumes of data to discover patterns about an organization's customers and
products.
➢ Neural networks are a form of artificial intelligence in which a computer is
programmed to mimic the way that human brains process information.
➢ Market-basket analysis is a form of data mining that analyzes anonymous
point-of-sale transaction databases to identify coinciding purchases and
relationships between products purchased and other retail shopping information.
➢ Customer discovery involves mining data to look for patterns that identify who
is likely to be a valuable customer.
➢ The use of data mining to detect sequence patterns is a popular application
among direct marketers (i.e., catalog retailers).
➢ Data mining requires sophisticated computer resources, and it is expensive.
• Companies (e.g., DataMind, IBM, Oracle) offer data-mining services –
they do the “number crunching.”
➢ Database Marketing and Customer Relationship Management

➢ CRM (customer relationship management) systems are a decision support system
that manages the interactions between and organization and its customers.
➢ A CRM maintains customer databases containing names, addresses, phone
numbers, past purchases, responses to promotional efforts, and other relevant
data (i.e., demographic, financial).
➢ Database marketing is the practice of using CRM databases to develop one-to-
one relationships and precisely targeted promotional efforts with individual
customers.
➢ Secondary data are often acquired for developing or enhancing databases.
III. SOURCES OF SECONDARY DATA
➢ Secondary data can be classified as either internal to the organization or external.

➢ Internal data – data that originated in the organization, or data created, recorded, or
generated by the organization.
➢ Internal and proprietary data is a more descriptive term.
➢ Sources of Internal and Proprietary Data

➢ Sources include:
• organization’s accounting system

• salespeoples’ call reports
• customer complaints
• service records
• warranty card returns
➢ Researchers frequently aggregate or disaggregate internal data.
➢ Internet technology is making it easier to research this type of data.
➢ External Data: The Distribution System

➢ External data are generated or recorded by an entity other than the researcher’s
organization (e.g., government, newspapers and journals, trade associations, etc.).
➢ Computerized data archives and electronic data interchange make this data as
accessible as internal data.
➢ Information as a Product and Its Distribution Channels

➢ Because secondary data have value, they can be bought and sold like other
products.
➢ Libraries
• Traditionally, libraries’ vast storehouses of information have served
as a bridge between users and producers of secondary data.
• Many major corporations and government agencies also have
libraries.
➢ The Internet
• Exhibit 8.8 lists some of the more popular Internet addresses where
secondary data may be found.
➢ Vendors
• Intermediaries.
• Some allow managers to access thousands of external databases via
desktop computers and telecommunications systems (e.g., Hoovers).
➢ Producers
• Classifying external secondary data by the nature of the producer of
information yields five basic sources:
1. Books and Periodicals – professional journals and commercial
business periodicals contain much useful information material.
2. Government Sources – most data published by the federal
government can be counted on for accuracy and quality.
3. Media Sources – frequently commission research studies about
various aspects of Americans’ lives (i.e., financial affairs) and
make reports of findings available to potential advertisers for
free, often in the form of a media kit.
4. Trade Association Sources – serve the information needs of a
particular industry (e.g., data on market size and trends).
5. Commercial Sources – numerous firms specialize in selling
and/or publishing information (e.g., Polk Company publishes
information on the automotive field).
▪ Market-Share Data – wholesale or retail sales volume

based on product movement (e.g., INFOSCAN from
Information Resources, Inc, Nielsen’s ScanTrack, and Wal-
Mart’s RetailLink).
▪ Demographic and Census Updates – a number of firms
(i.e., CACI Marketing Systems) offer computerized U.S.
census files and updates of these data broken down by small
geographic areas (i.e., zip codes).
▪ Consumer Attitude and Public Opinion Research – firms
offering specialized syndicated services that report findings
from attitude research and opinion polls (e.g., Yankelovich
and Harris Interactive).
▪ Consumption and Purchase Behavior Data – diary panel
data are diaries kept by a group of households that have
agreed to record their consumption behavior over time (e.g.,
NPD’s National Eating Trends).
▪ Advertising Research – advertisers can purchase readership
and audience data from a number of firms (i.e., Simmons –
magazines; Arbitron – radio; Nielsen – TV). Other firms
assess the impact of advertising (e.g., Simmons – magazines;
Burke – TV).
IV. SINGLE-SOURCE DATA – INTEGRATED INFORMATION
➢ The data and information industry uses the term single-source data for diverse types
of data offered by a single company.
➢ Syndicated databases report product purchase behavior, media usage, demographic
characteristics, lifestyle variables, and business activity by geographic area such as
zip code (e.g., PRIZM by Nielsen Claritas).
V. SOURCE FOR GLOBAL RESEARCH
➢ As business has become more global, so has the secondary data industry (e.g., the
Japan Management Association Research Institute maintains an office in San Diego).
➢ Secondary data compiled outside the U.S. have the same limitations as domestic
secondary data.
➢ However, international researchers should watch for certain pitfalls that frequently
are associated with foreign data and cross-cultural research:
1. data may simply be unavailable in certain countries
2. accuracy of some data may be questionable
3. various countries use different definitions and accounting and recording
practices for many economic reports
➢ The U.S. government and other organizations compile databases that may aid
international marketers:
➢ The European Union in the US (http://www.eurunion.org/) reports on historical
and current activity in the EU providing a reference guide on laws and
regulations.
➢ The CIA’s World Factbook and the National Trade Data Bank (DTDB) is the
U.S. government’s most comprehensive source of world trade data.
QUESTIONS FOR REVIEW AND CRITICAL THINKING/ANSWERS

1. Secondary data have been called the first line of attack for business researchers. Discuss this
description.
Secondary data can be obtained quickly and at a relatively low cost. Thus, the first place to start
researching a problem is to see if the needed information is already available. Many primary data
collection studies have “reinvented the wheel” because they did not know the answer to the
manager’s question was available in secondary data sources.
2. Suppose you wish to learn the size of the soft-drink market, particularly root beer sales,
growth patterns, and market shares. Indicate probable sources for these secondary data.
The information about soft drink and root beer sales and competitors’ market share is available
from many syndicated sources of secondary data. The Nielsen retail store index reporting data
for the soft drink category can provide the information, or scanner-based services, such as
Information Resources, provide this type of information. It is also possible that a soft drink trade
association may provide information concerning market and market share. Sources such as
Advertising Age often run articles on selected industries. They often are based on reports from
industry journals such as Beverage Digest.
3. What is push technology?
Push technology is an Internet information technology that automatically delivers content to the
researcher’s or manager’s desktop. It uses “electronic smart agents,” custom software that filters,
sorts, prioritizes, and stores information for later viewing. This service frees the researcher from
doing the searching. The researcher who is scanning the environment can specify the kinds of
news and information he or she wants, have it delivered to his or her computer quickly, and view
it at leisure.
4. Identify some typical research objectives for secondary-data studies.
The text states there are three general categories of research objectives: fact-finding, model
building, and database marketing.
The simplest form of secondary data research is fact-finding. Applications of fact-finding include
identifying consumer behavior for a product category, trend analysis, and environmental
scanning.
Model building is more complicated than simple fact-finding and involves specifying
relationships between two or more variables, perhaps extending to the development of descriptive
or predictive equations; however, model building need not be a complicated mathematical
process. In fact, decision-makers using simple models, ones that everyone can readily
understand, often find these models superior to complex models that are difficult to comprehend.
Some common model building objectives deal with estimating market potential for geographic
areas, forecasting sales, and trade area analysis and site selection.
Database marketing is the practice of using CRM databases (i.e., customer data bases with
customers' names, addresses, phone numbers, past purchases, responses to past promotional
offers, and other relevant data such as demographic and financial data) to develop one-to-one
relationships and precisely targeted promotional efforts. Because database marketing requires
vast amounts of data complied from several and perhaps numerous sources, much secondary data
is acquired with the exclusive purpose of developing or enhancing a customer database. The
transaction record, which often provides the item purchased, its value, customer name, address,
and zip code, is the building block for many databases. This may be supplemented with data
customers provide directly, such as data on a warranty card, and by secondary data purchased
from third parties. For example, credit services may sell data bases about applications for loans,
credit card payment history, and other financial data.
5. How might a researcher doing a job for a company such as Pulte Homes
(http://www.pultehomes.com) or David Weekley Homes (http://www.davidweekley.com/) use
secondary data and data mining?
Secondary data can be used to assess demographic shifts in population so that these builders can
build in the areas with the greatest potential. These companies can use data mining of buyers and
identified groups of customers. Analysis of its databases may show that a majority of its
customers, across all customer groups, tend to buy the same options, which will allow the builder
to save costs by slashing the number of floor plans and standardizing options.
6. What would be a source for the following data?
For any of the following, using search engines such as Google or Yahoo! provide many sources.
a. Population, average income, and employment rates for Oregon.
The Census Web page (http://www.census.gov) has a link to state and county quick facts.
b. Maps of the U.S. counties and cities
Rand McNally’s Commercial Atlas and Marketing Guide is published annually. In this source,
maps and detailed statistics on counties, cities, SMSAs and central business districts are provided.
Maps can also be found on the Internet at www.mapquest.com and maps.google.com.
c. Trends in automobile ownership
The R. L. Polk Company (http://www.polk.com) publishes information on the automobile field,

such as new car purchase rates and average car value information. State and federal governments
collect a great deal of information on motor vehicle registrations.
d. Divorce trends in the United States.
Perhaps the easiest place to find this information is to search “divorce rates” using an Internet
search engine (i.e., Google).
e. Median weekly earnings of full-time, salaried workers for the previous five years.
This information may be found in Employment and Earnings, a periodical report published by
U.S. Department of Labor and the Bureau of Census Statistics, The Survey of Current Business
(http://www.bea.gov/scb/index.htm), and other sources.
f. Annual sales of the top ten fast-food companies.
The Department of Commerce publishes this type of information. Of course, searching “fast food
sales” in Google brings up several sources.
g. Top ten websites ranked by unique visitors
Top ten web sites ranked by number of unique visitors are provided by Juniper Media Metrix. It
sells this information, which is often published in Advertising Age. Of course, searching “top 10
websites” in a search engine like Google provides several sources.
h. Attendance at professional sports events
Searching “sports attendance” in Google returns many sources. For example,

http://en.wikipedia.org/wiki/List_of_sports_attendance_figures provides information and other
sources for specific sports can be found.
7. Suppose you are a business research consultant and a client comes to your office and says, “I
must have the latest information on the supply and demand of Maine potatoes within the next
24 hours.” What would you do?
Students can look to the U.S. Department of Agriculture, or they can just do a search of “Maine
potatoes” in Google. That resulted in several sites, one being the Maine potato board (see
http://www.mainepotatoes.com/).
8. Find the following data in the Survey of Current Business:
Students can find this information by starting at the U.S. Department of Commerce’s Bureau of
Economic Analysis at http://www.bea.gov. The quickest way to get the data is to click on
“interactive tables” along the left side of the website. Students may have to click on “options”
near the top left of the interactive table to get the years they are interested in. The information
below came from http://www.bea.gov/iTable/iTable.cfm?ReqID=9&step=1.
a. U.S. gross domestic product for the second quarter of 2008 and the first quarter of 2011
Second quarter 2008: $14,415.5 billion. First quarter of 2011: $14,867.8 billion.
b. Exports of goods and services for the second quarter of 2008 and the first quarter of 2011
Second quarter of 2008: $1,922.8 billion. First quarter of 2011: $2,024.1 billion.
c. Imports of goods and services for the second quarter of 2008 and the first quarter of 2011
Second quarter of 2008: $2,668.9 billion. First quarter of 2011: $2,595.4 billion.
9. [Ethics Question] A newspaper reporter finds data in a study that surveyed children that
reports that a high percentage of children can match cartoon characters with the products they
represent. For instance, they can match cereal with Captain Crunch and Ronald McDonald
with a Big Mac. The reporter used this to write a story about the need to place limits on the
use of cartoon characters. However, the study also provided data suggesting that matching
the cartoon character and the product did not lead to significantly higher consumption.
Would this be a proper use of secondary data?
The reporter obviously is selectively choosing data to make a “sensational” story. If a researcher
reported only findings that the client wanted to hear, this would be very unethical. Full disclosure
is important for researchers. The question here is about the reporter’s ethics. If the corporate
mission of the newspaper is to point out the truth, rather than to entertain, many would argue that
the reporter should have made complete disclosure. Childhood obesity is a growing trend and
health issue. Some students may argue that because obesity is bad, it is okay to write a story that
will “ignite” interest in reducing unhealthy consumption. Here, the ethical dilemma deals with
two values in conflict: Truth and full disclosure versus good health for the population.
RESEARCH ACTIVITIES
1. Use secondary data to learn the size of the U.S. golf market and to profile the typical golfer.
Students’ sources for this information will vary. For example, according to the Golf Channel’s
website (http://www.golfchannelsolutions.com/markets/usa) there are 26.2 million golfers in the
U.S. This site also gives demographic information, such as more that 45 percent of golfers are
between the ages of 18 and 39 with seniors (ages 50+) comprising another 33 percent. Twenty-
two percent of golfers are female, and there are 6.1 million junior golfers (ages 5-17). Students
will likely find other sources with more demographic and lifestyle profiles of golfers.
2. [Internet Question] Where could a researcher working for the U.S. Marine Corps
(http://www.marines.com) find information that would identify the most productive areas of
the U.S. in which to recruit? What would you recommend?
Census data is useful because the U.S. Marine Corps is interested in recruiting young men and
women, so knowing where large concentrations of this demographic are located are useful.
Unemployment rates for a geographic area, which can be found from government Web sites, also
may be useful because people searching for work may look at the military if other opportunities
are not available.
3. [Internet Question] POPClocks estimate the U.S. and world populations. Go to the Census
Bureau home page (http://www.census.gov), navigate to the population section, and find
today’s estimate of the U.S. and world populations.
Simply search “POPClock” on the Census website. On December 31, 2011, the U.S. population
was 312,778,926, and the world population was 6,984,855,947. Instructors should go to this site
to update this information.
4. [Internet Question] Try to find the U.S. market share for the following companies using less
than 30 minutes to do so:
• Home Depot
• Burger King
• Marlboro
• How difficult is the task? Why do you think it is difficult?
This task is actually more difficult than it appears on the surface, and providing a number as an
answer here will probably not be the same as what students will estimate. For example, to
determine market share, one needs to determine the company’s sales and divide that by the
market’s sales. Sounds easy enough, but several factors will make this almost impossible to
come up with one “right” answer. How students define the market will impact the market share
figure. For example, for Home Depot are the market sales for the entire retail market or just for
building supply stores (the latter is more reasonable)? For Burger King, does one use the entire
restaurant industry sales or just fast food sales (again, the latter is more reasonable)? Then next
complication comes from finding the relevant data. Trying to find company and overall market
sales data for the same time period is not an easy task.
5. [Internet Question] Use the Internet to learn what you can about Indonesia.
a. Check the corruption index for Indonesia at http://www.transparency.org.
In 2011, Indonesia’s corruption index was 3.0 and ranked 100th out of the 180 countries analyzed.
It appears that Indonesia is pretty corrupt.
b. What additional kinds of information are available from the following sources?
• Go to http://freetheworld.com/member.html and click in Indonesia.
• Visit the CIA’s World Factbook (http://www.cia.gov/cia/publications/factbook).
• Go to Google, Yahoo! Search, or another search engine, and use “Indonesia” as a
search word.
From Free the World.com, Indonesia’s level of economic freedom in 2009 was 6.5 and ranked 84
out of 141 countries. Compare that to the United States: 7.6 and ranked 10 th out of 141
(Accessed December 31, 2011).
The CIA’s World Factbook web site is very easy to use, and students can find considerable
information from this site. Simply searching the term, “Indonesia,” in Google brings up
considerable sources, and the CIA’s World Factbook is at the top of the results list.
6. [Internet Question] Go to Statistics Norway at http://www.ssb.no. What data, if any, can you
obtain in English? What languages can be used to search this Web site? What databases
might be of interest to the business researcher?
This site can be accessed in nine different languages besides the Norwegian language: English,
German, French, Spanish, Portuguese, Russian, Arabic, Chinese, and Japanese. There are links to
all sorts of information related to area, climate, education, health, prices, tourism, wholesale and
retail trade, and so on.
7. [Internet Question] Go to Statistics Canada at http://www.statcan.gc.ca. What languages can

be used to search this Web site? What databases might be of interest to the business
researcher?
This site can be accessed in English or French. Demographic and economic information are
available from this site.
8. [Internet Question] Suppose you were working for a company that wanted to start a business
selling hand-made acoustic guitars that are reproductions of classic vintage guitars. Pricing is
a big part of the decision. Secondary information is available via the Internet. Use eBay
(http://ebay.com) to identify four key brands of acoustic guitars by studying the vintage
acoustic guitars listed for sale. Since the company wishes to charge premium prices, they
will model after the most expensive brand. What brand seems to be associated with the
highest prices?
Students can go to eBay and search “vintage acoustic guitars,” and a long list will come up. It
appears that Martin’s and Gibson’s are pretty high priced. Of course the list will be different
when students do this activity, but Martin and Gibson will most likely be the two highest priced
brands. Other brands include Epiphone and Prairie.
CASE 8.1 Demand for Gas Guzzlers
Objective: To demonstrate the availability and usefulness of secondary data.
Summary: Major hurricanes in the Gulf of Mexico in 2005 damaged oil rigs and refineries,
contributing to a spike in oil prices. Some felt those events were the long-expected trigger that
would kill off demand for SUVs and other gas-guzzling vehicles, but they were only partly right.
According to data from Automotive News, sales of SUVS had already been falling before these
events, and automakers had been shifting ad dollars away from these products. Before the
hurricanes, CNW Market Research noted that consumers had for the first time placed fuel
economy ahead of performance when ranking factors for choosing a new vehicle. The National
Automobile Dealers Association however, surveyed consumers and learned that price was most
important, followed by make and model, performance, and fuel economy. General Motors
gathers data from shoppers who visit websites such as http://kbb.com to look up information.
Questions:
1. From the standpoint of an automobile company, what sources of information in this article
offer secondary data?
Automotive News, CNW Market Research, and The National Automobile Dealers Association.
2. Suggest two or three other sources of data that might be of interest to auto companies
interested in forecasting demand.
Students can find sources by searching “forecasting auto demand” in Google or some other search
engine.
3. Online or at your library, look for information about recent trends in SUV purchases. Report
what you learned, and forecast whether SUV sales are likely to recover or continue their
decline. What role do gas prices play in your forecast?
Again, searching “SUV sales” in Google will bring up several articles. Demand has been
declining for several years.

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Business Research Methods 9th

Edition Zikmund Solutions Manual

Secondary Data Research in a Digital Age

II. Typical Objectives for Secondary-Data Research Designs

III. Sources of Secondary Data

IV. Single-Source Data – Integrated Information

V. Sources for Global Research

CHAPTER VIGNETTE: Business Facts on a Grand Scale

➢ Mining Data from Blogs

➢ What’s That Buzzing Sound?

➢ Around the World of Data

➢ Advantages of Secondary Data

➢ Disadvantages of Secondary Data

II. TYPICAL OBJECTIVES FOR SECONDARY-DATA RESEARCH DESIGNS

➢ Exhibit 8.2 shows three general categories of research objectives: fact-finding,

➢ The simplest form of secondary data research.

➢ Identification of Consumer Behavior for a Product Category

➢ Estimating Market Potential for Geographic Areas

➢ Analysis of Trade Areas and Sites

➢ Database Marketing and Customer Relationship Management

III. SOURCES OF SECONDARY DATA

➢ Secondary data can be classified as either internal to the organization or external.

➢ Sources of Internal and Proprietary Data

• organization’s accounting system

➢ External Data: The Distribution System

➢ Information as a Product and Its Distribution Channels

▪ Market-Share Data – wholesale or retail sales volume

IV. SINGLE-SOURCE DATA – INTEGRATED INFORMATION

V. SOURCE FOR GLOBAL RESEARCH

QUESTIONS FOR REVIEW AND CRITICAL THINKING/ANSWERS

3. What is push technology?

4. Identify some typical research objectives for secondary-data studies.

6. What would be a source for the following data?

a. Population, average income, and employment rates for Oregon.

b. Maps of the U.S. counties and cities

c. Trends in automobile ownership

The R. L. Polk Company (http://www.polk.com) publishes information on the automobile field,

d. Divorce trends in the United States.

f. Annual sales of the top ten fast-food companies.

g. Top ten websites ranked by unique visitors

h. Attendance at professional sports events

Searching “sports attendance” in Google returns many sources. For example,

8. Find the following data in the Survey of Current Business:

7. [Internet Question] Go to Statistics Canada at http://www.statcan.gc.ca. What languages can

CASE 8.1 Demand for Gas Guzzlers

Objective: To demonstrate the availability and usefulness of secondary data.

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