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Post on 15-Jan-2016
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Agenda
Secondary Data
Primary vs. Secondary
Advantages vs. Disadvantages
Evaluation Criteria
Internal vs. External
Qualitative Research
Depth Interviews
Projective Techniques
Focus Groups
Secondary Data
Data gathered and recorded by someone else prior to and for a purpose other than the current project.
Is often:
• Historical
• Already assembled
• Needs no access to subjects
Fact Finding - Identifying consumption patterns- Tracking trends
Model building - Estimating market potential- Forecasting sales- Selecting trade areas and sites
Data Base - Development of Prospect ListsMarketing - Enhancement of Customer Lists
Common Research Objectives for Secondary Data Studies
Advantages of Secondary Data
Inexpensive
Obtained Rapidly
Information is not Otherwise Accessible
Can Provide Insights for more formal research
Disadvantages of Secondary Data
Uncertain Accuracy
Data Not Consistent with Needs
Inappropriate Units of Measurement
Time Period Inappropriate (Dated)
What Criteria should be used to evaluate the applicability of Secondary data?
Evaluating Secondary Data
Does the data help to answer questions set out in the problem definition?
Does the data apply tothe time period of interest?
Does the data apply tothe population of interest?
Applicabilityto projectobjectives
Do the other terms and variable classifications presented apply?
Are the units ofmeasurement comparable?
If possible, go to the original source of thedata?
Evaluating Secondary Data (continued)
Applicabilityto projectobjectives
Accuracyof the data
Is the cost of dataacquisition worth it?
Accuracyof the data
Is there a possibility of bias?
Can the accuracy of data collection be verified?
Evaluating Secondary Data (continued)
Internal Data
Accounting information
Sales information
Backorders
Customer complaints
Data MiningThe automated extraction of hidden predictive information from large databases
E.g. Blockbuster mines its video rental history database to recommend rentals to individual customers
External Data
Created, recorded, or generated by an entity other than the researcher’s organization.
Sources of External Data Libraries The Internet Vendors Producers Books and periodicals Government Trade associations Newspapers and journals
Commercial Sources Attitude and public opinion research—syndicated
services report the findings of opinion polls
Consumption and purchase behavior data
Advertising research—readership and audience data
Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time
A Local health food store is interested in opening a branch near the SAIT campus.
What is your management problem?
What is the Research Problem?
What information would be needed
What Secondary sources of information are available to help you decide whether to open such a store
Identify the specific individuals you would want to consult with to help in this decision
Summarize the data that would bear on their decision on whether or not to open such a store.
Qualitative Research
What is Qualitative Research and why is there a need for it?
When are Qualitative Methods Used?
What are the Primary Qualitative research Methods?
Qualitative Research
Depth Interviews
What is a depth Interview?
When is it most appropriate?
What are the Advantages and Disadvantages?
Projective Techniques
What are projective techniques
When are they Used
What are the advantages and disadvantages
When should Focus groups be used?
How many focus groups should be held?
What are the advantages of focus groups?
What are the disadvantages?
Focus Groups What is a focus Group