Marketing Research,

Arab World Edition

Naresh K. Malhotra, Imad B. Baalbaki,
Nada Nasr Bechwati

Chapter 4: Exploratory Research

Design: Secondary Data

Lecturer: Insert your name here

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 Chapter Outline
1) Objectives
2) Overview
3) Primary Versus Secondary Data
4) Advantages & Uses of Secondary Data
5) Disadvantages of Secondary Data
6) Criteria for Evaluating Secondary Data
i. Specifications: Methodology Used to Collect the Data
ii. Error: Accuracy of the Data
iii. Currency: When the Data Were Collected
iv. Objective(s): The Purpose for Which the Data Were Collected
v. Nature: The Content of the Data
vi. Dependability: Overall, How Dependable are the Data

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 Chapter Outline (cont’d)
7) Classification of Secondary Data
8) Internal Secondary Data
i. Database Marketing
9) Published External Secondary Sources
i. General Business Data
s
ii. Government Sources Censu
10) Computerized Databases Data

i. Classification of Computerized Databases

ii. Directories of Databases
11) Syndicated Sources of Secondary Data
12) Syndicated Data from Households
i. Surveys
ii. Purchase and Media Panels
iii. Electronic Scanner Services

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 Chapter Outline (cont’d)

13) Syndicated Data from Institutions

i. Retailers & Wholesalers
ii. Industry Services
14) Combining Information from Different Sources: Single-
Source Data
i. Computer Mapping
15) International Marketing Research
16) Ethics in Marketing Research
17) SPSS Windows
18) Summary

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

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© Pearson Education 2013 4-6
 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

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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, email, telephone)
- Gender
- 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

II. Psychographic Lifestyle Data

- Interest in sports
- Interest in book reading
- Interest in outdoor activities
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as D&B, Zawya and Middle East and
North Africa Financial Network which collect demographic data on
businesses.

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 Published External Secondary Sources

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 Published External Secondary Sources

General Business 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

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, and Research Services Directory

Indexes
•Helpful in locating information on a particular topic in several different
publications

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 Government Sources

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 Computerized 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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 Syndicated Services

Syndicated services are companies that collect and sell

common pools of data of known commercial value designed
to serve a number of clients.
Syndicated sources can be classified based on the unit of
measurement (households/consumers or institutions)
Household/consumer data may be obtained from surveys,
diary panels, or electronic scanner services
Institutional data may be obtained from retailers,
wholesalers, or industrial firms

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© Pearson Education 2013 4-20
Table 4.4 - Overview of Syndicated Services

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Table 4.4 cont’d - Overview of Syndicated Services

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 Single-Source Data

Single-source data provide integrated information on

household variables, including media consumption and
purchases, and marketing variables, such as product sales,
price, advertising, promotion, and in-store marketing effort

Recruit a test panel of households and meter each home's TV

sets
Survey households periodically on what they read
Grocery purchases are tracked by UPC scanners
Track retail data, such as sales, advertising, and promotion

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 International Marketing Research

Sources of secondary data include:

CIA World Factbook (www.cia.gov)
United Nations (www.un.org)
Organization for Economic Cooperation and Development (
www.oecd.org)
International Monetary Fund (www.imf.org)
World Bank (www.worldbank.org)
International Chambers of Commerce (www.iccwbo.org)
European Union (www.europa.eu)
Gulf Cooperation Council (www.gcc-sg.org)
Foreign governments
Trade associations
Private services such as syndicated firms

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 Figure 4.5 A Concept Map for Secondary Data

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 Figure 4.6 A Concept Map for Syndicated Data

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