3-1Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Three

Research Design

3-2Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Research Design Definition

bull A research design is a framework or blueprint for conducting the marketing research project It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems

3-3Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Components of a Research Design

bull Define the information needed (Chapter 2)bull Design the exploratory descriptive andor causal

phases of the research (Chapters 3 - 7)bull Specify the measurement and scaling procedures

(Chapters 8 and 9)bull Construct and pretest a questionnaire

(interviewing form) or an appropriate form for data collection (Chapter 10)

bull Specify the sampling process and sample size (Chapters 11 and 12)

bull Develop a plan of data analysis (Chapter 14)

3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Marketing Research Designs

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Fig 31

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Exploratory amp Conclusive Research Differences

Objective

Character-istics

Findings Results

Outcome

To provide insights and understanding

Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative

Tentative

Generally followed by further exploratory or conclusive research

To test specific hypotheses and examine relationships

Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative

Conclusive

Findings used as input into decision making

Exploratory ConclusiveConfirmatoryTable 31

3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales

Objective

Characteristics

Methods

Discovery of ideas and insights

Flexible versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables effect on dependent variables

Control mediating variables

Lab experimentField dataField experiment

Exploratory Descriptive CausalTable 32

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-2Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Research Design Definition

bull A research design is a framework or blueprint for conducting the marketing research project It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems

3-3Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Components of a Research Design

bull Define the information needed (Chapter 2)bull Design the exploratory descriptive andor causal

phases of the research (Chapters 3 - 7)bull Specify the measurement and scaling procedures

(Chapters 8 and 9)bull Construct and pretest a questionnaire

(interviewing form) or an appropriate form for data collection (Chapter 10)

bull Specify the sampling process and sample size (Chapters 11 and 12)

bull Develop a plan of data analysis (Chapter 14)

3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Marketing Research Designs

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Fig 31

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Exploratory amp Conclusive Research Differences

Objective

Character-istics

Findings Results

Outcome

To provide insights and understanding

Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative

Tentative

Generally followed by further exploratory or conclusive research

To test specific hypotheses and examine relationships

Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative

Conclusive

Findings used as input into decision making

Exploratory ConclusiveConfirmatoryTable 31

3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales

Objective

Characteristics

Methods

Discovery of ideas and insights

Flexible versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables effect on dependent variables

Control mediating variables

Lab experimentField dataField experiment

Exploratory Descriptive CausalTable 32

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-3Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Components of a Research Design

bull Define the information needed (Chapter 2)bull Design the exploratory descriptive andor causal

phases of the research (Chapters 3 - 7)bull Specify the measurement and scaling procedures

(Chapters 8 and 9)bull Construct and pretest a questionnaire

(interviewing form) or an appropriate form for data collection (Chapter 10)

bull Specify the sampling process and sample size (Chapters 11 and 12)

bull Develop a plan of data analysis (Chapter 14)

3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Marketing Research Designs

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Fig 31

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Exploratory amp Conclusive Research Differences

Objective

Character-istics

Findings Results

Outcome

To provide insights and understanding

Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative

Tentative

Generally followed by further exploratory or conclusive research

To test specific hypotheses and examine relationships

Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative

Conclusive

Findings used as input into decision making

Exploratory ConclusiveConfirmatoryTable 31

3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales

Objective

Characteristics

Methods

Discovery of ideas and insights

Flexible versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables effect on dependent variables

Control mediating variables

Lab experimentField dataField experiment

Exploratory Descriptive CausalTable 32

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Marketing Research Designs

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Fig 31

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Exploratory amp Conclusive Research Differences

Objective

Character-istics

Findings Results

Outcome

To provide insights and understanding

Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative

Tentative

Generally followed by further exploratory or conclusive research

To test specific hypotheses and examine relationships

Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative

Conclusive

Findings used as input into decision making

Exploratory ConclusiveConfirmatoryTable 31

3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales

Objective

Characteristics

Methods

Discovery of ideas and insights

Flexible versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables effect on dependent variables

Control mediating variables

Lab experimentField dataField experiment

Exploratory Descriptive CausalTable 32

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Exploratory amp Conclusive Research Differences

Objective

Character-istics

Findings Results

Outcome

To provide insights and understanding

Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative

Tentative

Generally followed by further exploratory or conclusive research

To test specific hypotheses and examine relationships

Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative

Conclusive

Findings used as input into decision making

Exploratory ConclusiveConfirmatoryTable 31

3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales

Objective

Characteristics

Methods

Discovery of ideas and insights

Flexible versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables effect on dependent variables

Control mediating variables

Lab experimentField dataField experiment

Exploratory Descriptive CausalTable 32

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales

Objective

Characteristics

Methods

Discovery of ideas and insights

Flexible versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables effect on dependent variables

Control mediating variables

Lab experimentField dataField experiment

Exploratory Descriptive CausalTable 32

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Exploratory Research

bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews

bull Formulate a problem or define a problem more precisely

bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further

examinationbull Gain insights for developing an approach to the

problembull Establish priorities for further research

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Exploratory Research

bull Survey of experts (discussed in Chapter 2)

bull Pilot surveys (discussed in Chapter 2)

bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)

bull Qualitative research (observations interviews focus groups discussed in Chapter 5)

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Use of Descriptive Research

bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)

bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas

bull To estimate the percentage of units in a specified population exhibiting a certain behavior

bull To determine the perceptions of product characteristics

bull To determine the degree to which marketing variables are associated

bull To make specific predictions

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Methods of Descriptive Research

bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)

bull Surveys (Chapter 6)

bull Panels (Chapters 4 and 6)

bull Observational and other data (Chapter 6)

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional (slice of time) Designs

bull Involve the collection of information from any given sample of population elements only once

bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)

bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)

bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)

8-1920-2930-3940-4950+

Age 1960 1969 19791950

529452339232181

626607466408288C1

732760677586500C2

810758714678519C3

C8C7C6C5C4

C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30

C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69

Table 33

Percentage consuming on a typical day

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Designs

bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs

bull Other time series

bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional vs Longitudinal

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample

also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-Sectional Design

Longitudinal Design

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage

Table 34

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Cross-Sectional Data May Not Show Change

Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000

Table 35

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

Table 36

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Causal Research

bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

bull To determine the nature of the relationship between the causal variables and the effect to be predicted

bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Alternative Research Designs (depending on your topic state of knowledge amp objectives)

Exploratory ResearchbullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

Conclusive ResearchbullDescriptiveCausal

Exploratory Research

bullSecondary Data Analysis

bullFocus Groups

Conclusive ResearchbullDescriptiveCausal

(a)

(b)

(c)

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Potential Sources of Error in Research Designs (remember bad research)

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error (SRG)

Inability ErrorUnwillingness Error

Fig 32 Total Error

Non-sampling Error

Random Sampling Error

Non-response Error

Response Error

Interviewer Error

Respondent Error

Researcher Error

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample

bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Errors in Marketing Research

bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)

bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens

The following seven-step process was taken by marketingresearch to help in the design

Citicorp Banks on Exploratory Descriptive and Causal Research

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈） was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products

In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse

Citicorp Banks on Exploratory Descriptive and Causal Research

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target

market will easily understandbull Does the idea fit into the overall strategy of Citicorp

Citicorp Banks on Exploratory Descriptive and Causal Research

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product

6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors

Citicorp Banks on Exploratory Descriptive and Causal Research

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally

Citicorp Banks on Exploratory Descriptive and Causal Research

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Manipulation of Online Product Reviews

Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness

understanding of manipulations

Step 2 Descriptive StudySurvey of consumers to generate their perceptions of

manipulations

Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and

purchase intentionField experiment of secondary data ratings reviews between

two websites to define the intensity of manipulations and their effect on sales

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Marketing Research Proposal

bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the

Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests

Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen

The Greenfield of Online Research

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Chapter Four

Exploratory Research DesignSecondary Data

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Primary Vs Secondary Data

bull 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) Collect by yourself

bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)

bull

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Comparison of Primary amp Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short

Table 41

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Uses of Secondary Data

bull Identify the problem

bull Better define the problem

bull Develop an approach to the problem

bull Formulate an appropriate research design (for example by identifying the key variables)

bull Answer certain research questions and test some hypotheses

bull Interpret primary data more insightfully

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Criteria for Evaluating Secondary Data

bull Specifications Methodology Used to Collect the Data

bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data

Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are

the Data

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig 41

Internal External

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Internal Secondary Data (Example proactive service)

Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens

wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications

were also examined

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level DataAvailable from Syndicated Firms

I Demographic Data- Identification (name address emailtelephone)- 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

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Type of IndividualHousehold Level Data Available from Syndicated Firms

II Psychographic Lifestyle Data

- Interest in golf

- Interest in snow 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 amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Published Secondary Sources (library government)

StatisticalData

Guides Directories Indexes Census Data

Other Government Publications

Fig 42

Published Secondary Data

General Business Sources

Government Sources

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

InfoUSA Here There Everywhere

InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of ComputerizedDatabases

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose

Databases

Fig 43

Computerized Databases

Online Off-LineInternet

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of

directories trade associations and trade publicationsbull One of the first sources a researcher should consult

Directoriesbull Helpful for identifying individuals or organizations that

collect specific databull Examples Consultants and Consulting Organizations

Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory

Indicesbull Helpful in locating information on a particular topic in

several different publications

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Classification of Computerized Databases

bull Bibliographic databases are composed of citations to articles

bull Numeric databases contain numerical and statistical information

bull Full-text databases contain the complete text of the source documents comprising the database

bull Directory databases provide information on individuals organizations and services

bull Special-purpose databases provide specialized information

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services

bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)

bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)

bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services

bull Institutional data may be obtained from retailers wholesalers or industrial firms

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

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Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of Syndicated Services

Unit ofMeasurement

Fig 44

HouseholdsConsumers Institutions

wwwstrcom

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services ConsumersFig 44 cont

Psychographicamp Lifestyles

General AdvertisingEvaluation

Households Consumers

Scanner Panels with Cable TV

Surveys Volume Tracking Data

Scanner Panels

Electronic scanner servicesPurchase Media

Panels

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Syndicated Services Institutions

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig 44 contInstitutions

Retailers Wholesalers Industrial firms

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated ServicesTa

ble

43 Type Characteristics Advantages Disadvantages Uses

Surveys Surveys conducted at regular intervals

Most flexible way of obtaining data information on underlying motives

Interviewer errors respondent errors

Market segmentation advertising theme selection and advertising effectiveness

Purchase Panels

Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur

Recorded purchase behavior can be linked to the demographic psychographic characteristics

Lack of representativeness response bias maturation

Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution

Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio

Same as purchase panel

Same as purchase panel

Establishing advertising rates selecting media program or air time establishing viewer profiles

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Sheet1

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Sheet2

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflects actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

Sheet3

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Type		Characteristics		Advantages		Disadvantages		Uses
Surveys		Surveys conducted at regular intervals		Most flexible way of obtaining data information on underlying motives		Interviewer errors respondent errors		Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels		Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur		Recorded purchase behavior can be linked to the demographic psychographic characteristics		Lack of representativeness response bias maturation		Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels		Electronic devices automatically recording behavior supplemented by a diary Starch Radio		Same as purchase panel		Same as purchase panel		Establishing advertising rates selecting media program or air time establishing viewer profiles

4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

Overview of Syndicated Services

Table 43 contScanner Diary Panels with Cable TV

Scanner panels of households that subscribe to cable TV

Data reflect actual purchases sample control ability to link panel data to household characteristics

Data may not be representative quality of data limited

Promotional mix analyses copy testing new product testing positioning

Audit services Verification of product movement by examining physical records or performing inventory analysis

Relatively precise information at the retail and wholesale levels

Coverage may be incomplete matching of data on competitive activity may be difficult

Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products

Industrial Product Syndicated Services

Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports

Important source of information on industrial firms particularly useful in initial phases of the projects

Data are lacking in terms of content quantity and quality

Determining market potential by geographic area defining sales territories allocating advertising budget

Cars mobile phones etc

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Sheet1

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
1 2		VNU Inc		New York		vnucom		$240000		$110000		4580
2 3		IMS Health Inc		Fairfield Conn		imshealthcom		117100		702		60
3 4		Information Resources Inc		Chicago		inforescom		5559		1356		244
4 6		The Kantar Group		Fairfield Conn		kantargroupcom		9623		6632		689
5 5		Westat Inc		Rockville Md		westatcom		2858
6 7		Arbitron Inc		New York		arbitroncom		2275		79		35
7		NOP World US		New York		nopworldcom		2241		175		78
8 8		NFO WorldGroup		Greenwich Conn		nfowcom		4529		2899		64
9 9		Market Facts Inc		Arlington Heights Ill		marketfactscom		1897		335		177
10 11		Taylor Nelson Sofres USA		London		tnsofrescom		1669		164		98
11 11		Maritz Research		Fenton MO		maritzresearchcom		1817		546		30
12 23		Ipsos		New York		ipsoscom		2043		914		447
13 15		JD Power and Associates		Westlake Village Calif		jdpacom		128		187		146
14 14		Opinion Research Corp		Princeton NJ		opinionresearchcom		1336		422		316
15 10		The NPD Group Inc		Port Washington NY		npdcom		1017		13		128
16 17		Jupiter Media Metrix Inc		New York		jmmcom		858		172		20
17 18		Harris Interactive Inc		Rochester NY		harrisinteractivecom		754		105		139
18 20		Abt Associates Inc		Cambridge Mass		abtassociatescom		628		94		15
19 19		CampR Research Services Inc		Chicago		crresearchcom		436
20 22		Wirthlin Worldwide		McLean Va		wirthlincom		468		72		154
21 24		Lieberman Research Worldwide		Los Angeles		lrwonlinecom		431		43		10
22 25		Burke Inc		Cincinnati		burkecom		455		112		246
23 21		MORPACE International Inc		Farmington Hills Mich		morpacecom		483		159		329
24 26		Market Strategies Inc		Livonia Mich		marketstrategiescom		317		15		47
25 30		GfK Custom Research Inc		Minneapolis		customresearchcom		298		09		39
US rank		Organization		Headquarters		Web site		Worldwide research		Non-US research		Percent
2001 2000					revenues		revenues		non-US
				($ in millions)		($ in millions)		revenues
26 32		ICRIntrsquol Communications Research		Media Pa		icsurveycom		288		03		1
27 29		MARC Research		Irving Texas		marcresearchcom		245		05		2
28 31		Elrick amp Lavidge Marketing Research		Tucker Ga		elrickandlavidgecom		229
29 36		RDA Group Inc		Bloomfield Hills Mich		rdagroupcom		26		36		138
30 33		Lieberman Research Group		Great Neck NY		liebermanresearchcom		223		05		22
31		Knowledge Networks Inc		Menlo Park Calif		knowledgenetworkscom		214
32 34		Walker Information		Indianapolis		walkerinfocom		268		55		205
33 37		National Research Corp		Lincoln Neb		nationalresearchcom		177
34 38		Directions Research Inc		Cincinnati		directionsrschcom		167
35 48		Marketing and Planning Systems Inc		Waltham Mass		mapsnetcom		197		32		162
36		Alliance Research Inc		Crestview Hills Ky		allianceresearchcom		154
37 40		Data Development Corp		New York		datadccom		156		03		19
38 46		Marketing Analysts Inc		Charleston SC		marketinganalystscom		151		04		26
39		Marketing Research Services Inc		Cincinnati		mrsicom		143
40 43		Greenfield Online Inc		Wilton Conn		greenfieldcom		142
41 42		Greenfield Consulting Group Inc		Westport Conn		greenfieldgroupcom		14		01		1
42 45		Savitz Research Companies		Dallas		savitzresearchcom		132
43 44		The PreTesting Co Inc		Tenafly NJ		pretestingcom		131		07		53
44 39		Schulman Ronca amp Bucuvalas Inc		New York		srbicom		121		07		58
45 49		Cheskin		Redwood Shores Calif		cheskincom		143		31		22
46		The Marketing Workshop Inc		Norcross Ga		mwshopcom		106
47		Symmetrical Holdings Inc		Deerfield Beach Fla		symmetricalcom		104
48		comScore Networks Inc		Reston Va		comscorecom		10
48		MarketVision Research Inc		Cincinnati		marketvisionresearchcom		10
50 47		The BRS Group Inc		San Rafael Calif		brsgroupcom		109		22		20

Sheet2

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Type		Characteristics		Advantages		Disadvantages		Uses
Scanner Volume Tracking Data		Household purchases are recorded through electronic scanners in supermarkets		Data reflect actual purchases timely data less expensive		Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price		Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV		Scanner panels of households that subscribe to cable TV		Data reflect actual purchases sample control ability to link panel data to household characteristics		Data may not be representative quality of data limited		Promotional mix analyses copy testing new product testing positioning
Audit services		Verification of product movement by examining physical records or performing inventory analysis		Relatively precise information at the retail and wholesale levels		Coverage may be incomplete matching of data on competitive activity may be difficult		Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services		Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports		Important source of information on industrial firms particularly useful in initial phases of the projects		Data are lacking in terms of content quantity and quality		Determining market potential by geographic area defining sales territories allocating advertising budget

Sheet3

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

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 (ACNielseon CCTV-Sofres)

bull Recruit a test panel of households and meter each homes TV sets

bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and

promotion

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall

A Classification of International Sources

International Organizations

Government Sources

Nongovernment Sources Governments

Trade Associations

Fig 45

Domestic Organizations inthe United States

International Organizations in the United States

Organizations in Foreign Countries

International Secondary Data

httplibguideslneduhkcontentphppid=321307ampsid=2671767httpszephyrbvdinfocomversion-2014730homeservproduct=zephyrneoamploginfromcontext=ipaddress

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53

Chapter Five

Exploratory Research DesignQualitative Research

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54

A Classification of Marketing Research Data

Survey Data

Observational and Other Data

Experimental Data

Fig 51

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55

Qualitative Vs Quantitative Research

Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Recommend a final course of action

Table 51

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56

A Classification of Qualitative Research Procedures

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Fig 52

Direct (Non-disguised)

Indirect (Disguised)

Focus Groups Depth Interviews

Projective Techniques

Qualitative Research Procedures

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57

Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous respondentsprescreened

Physical Setting Relaxed informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational interpersonal and communication skills of the moderator

Table 52

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58

Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54

A Classification of Marketing Research Data

Survey Data

Observational and Other Data

Experimental Data

Fig 51

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55

Qualitative Vs Quantitative Research

Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Recommend a final course of action

Table 51

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56

A Classification of Qualitative Research Procedures

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Fig 52

Direct (Non-disguised)

Indirect (Disguised)

Focus Groups Depth Interviews

Projective Techniques

Qualitative Research Procedures

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57

Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous respondentsprescreened

Physical Setting Relaxed informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational interpersonal and communication skills of the moderator

Table 52

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58

Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55

Qualitative Vs Quantitative Research

Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Recommend a final course of action

Table 51

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56

A Classification of Qualitative Research Procedures

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Fig 52

Direct (Non-disguised)

Indirect (Disguised)

Focus Groups Depth Interviews

Projective Techniques

Qualitative Research Procedures

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57

Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous respondentsprescreened

Physical Setting Relaxed informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational interpersonal and communication skills of the moderator

Table 52

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58

Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56

A Classification of Qualitative Research Procedures

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Fig 52

Direct (Non-disguised)

Indirect (Disguised)

Focus Groups Depth Interviews

Projective Techniques

Qualitative Research Procedures

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57

Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous respondentsprescreened

Physical Setting Relaxed informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational interpersonal and communication skills of the moderator

Table 52

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58

Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57

Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous respondentsprescreened

Physical Setting Relaxed informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational interpersonal and communication skills of the moderator

Table 52

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58

Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58

Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59

Layout of focus group room and viewing room

One-way mirror

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm

Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm

Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61

FOCUS GROUP-PHOTOS SHARING

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64

Key Qualifications of Focus Group Moderators

1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction

2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating

3 Involvement The moderator must encourage and stimulate intense personal involvement

4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65

Key Qualifications of Focus Group Moderators

5 Encouragement The moderator must encourage unresponsive members to participate

6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process

7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66

Procedure for Planning and Conducting Focus GroupsFig 53

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderatorrsquos Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the ObjectivesQuestions to be Answered by Focus Groups

Write a Screening Questionnaire

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64

Key Qualifications of Focus Group Moderators

1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction

2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating

3 Involvement The moderator must encourage and stimulate intense personal involvement

4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65

Key Qualifications of Focus Group Moderators

5 Encouragement The moderator must encourage unresponsive members to participate

6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process

7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66

Procedure for Planning and Conducting Focus GroupsFig 53

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderatorrsquos Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the ObjectivesQuestions to be Answered by Focus Groups

Write a Screening Questionnaire

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64

Key Qualifications of Focus Group Moderators

1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction

2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating

3 Involvement The moderator must encourage and stimulate intense personal involvement

4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65

Key Qualifications of Focus Group Moderators

5 Encouragement The moderator must encourage unresponsive members to participate

6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process

7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66

Procedure for Planning and Conducting Focus GroupsFig 53

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderatorrsquos Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the ObjectivesQuestions to be Answered by Focus Groups

Write a Screening Questionnaire

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64

Key Qualifications of Focus Group Moderators

1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction

2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating

3 Involvement The moderator must encourage and stimulate intense personal involvement

4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65

Key Qualifications of Focus Group Moderators

5 Encouragement The moderator must encourage unresponsive members to participate

6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process

7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66

Procedure for Planning and Conducting Focus GroupsFig 53

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderatorrsquos Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the ObjectivesQuestions to be Answered by Focus Groups

Write a Screening Questionnaire

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65

Key Qualifications of Focus Group Moderators

5 Encouragement The moderator must encourage unresponsive members to participate

6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process

7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66

Procedure for Planning and Conducting Focus GroupsFig 53

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderatorrsquos Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the ObjectivesQuestions to be Answered by Focus Groups

Write a Screening Questionnaire

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66

Procedure for Planning and Conducting Focus GroupsFig 53

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderatorrsquos Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the ObjectivesQuestions to be Answered by Focus Groups

Write a Screening Questionnaire

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67

Variations in Focus Groups

bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired

bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed

bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68

Variations in Focus Groups

bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics

bull Client-participant groups Client personnel are identified and made part of the discussion group

bull Mini groups These groups consist of a moderator and only 4 or 5 respondents

bull Telesession groups Focus group sessions by phone using the conference call technique

bull Online focus groups Focus groups conducted online over the Internet

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69

Depth Interview Techniques Laddering (深度访谈）In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings

Wide body aircrafts (product characteristic)

I can get more work done

I accomplish more

I feel good about myself (user characteristic)

Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70

Depth Interview Hidden Issue Questioning

In hidden issue questioning （indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns

fantasies work lives and social lives

historic elite ldquomasculine-camaraderierdquo competitive activities

Advertising theme communicate aggressiveness high status and competitive heritage of the airline

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71

Definition of Projective Techniques

bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern

bull In projective techniques respondents are asked to interpret the behavior of others

bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72

Word Association

In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating

(1) the frequency with which any word is given as a response

(2) the amount of time that elapses before a response is given and

(3) the number of respondents who do not respond at all to a test word within a reasonable period of time

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73

Word Association

EXAMPLE

STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and

water family squabbles children towels dirty wash

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74

Completion Techniques

In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind

A person who shops at Sears is ______________________

A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________

J C Penney is most liked by _________________________

When I think of shopping in a department store I ________

A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75

Completion Techniques

In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76

Construction Techniques

With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality

In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77

A Cartoon Test

Letrsquos see if we can pick up some house wares at

Sears

Figure 54

Sears

Your customer profile

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78

Expressive Techniques

In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation

Role playing Respondents are asked to play the role orassume the behavior of someone else

Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79

Advantages of Projective Techniques

bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)

bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms

bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80

Disadvantages of Projective Techniques

bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent

bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze

the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual

behavior

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81

Analysis of Qualitative Data

1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand

2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data

3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82

Respondent (a) Past Communications (b) Most

Effective

(c) Why

A bull E-mail

bull Informal

interchanges

bull Telephone

bull E-mail bull News is

communicated in

almost ldquoreal

timerdquo

B bull E-mail

bull Student newspaper

bull Campus web page

bull E-mail

bull Campus

web page

bull Easy to keep a

record of the

news for future

reference

C bull Informal

interchanges

bull Telephone

bull Campus mail

bull Campus

mail

bull Work on campus

bull Do not have

Internet access at

home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Respondent		(a) Past Communications		(b) Most Effective		(c) Why
A		middot E-mail middot Informal interchanges middot Telephone		middot E-mail		middot News is communicated in almost ldquoreal timerdquo
B		middot E-mail middot Student newspaper middot Campus web page		middot E-mail middot Campus web page		middot Easy to keep a record of the news for future reference
C		middot Informal interchanges middot Telephone middot Campus mail		middot Campus mail		middot Work on campus middot Do not have Internet access at home

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83

Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data

1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)

1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84

Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84

Group Project 2(given your research topic and objectives)

1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them

2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them

3 If primary data are needed how you going to collect them and why

• Slide Number 1
• Research Design Definition
• Components of a Research Design
• A Classification of Marketing Research Designs
• Exploratory amp Conclusive Research Differences
• A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
• Uses of Exploratory Research
• Methods of Exploratory Research
• Use of Descriptive Research
• Methods of Descriptive Research
• Cross-Sectional (slice of time) Designs
• Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
• Longitudinal Designs
• Cross-Sectional vs Longitudinal
• Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
• Cross-Sectional Data May Not Show Change
• Longitudinal Data May Show Substantial Change
• Uses of Causal Research
• Alternative Research Designs (depending on your topic state of knowledge amp objectives)
• Potential Sources of Error in Research Designs (remember bad research)
• Errors in Marketing Research
• Errors in Marketing Research
• Citicorp Banks on Exploratory Descriptive and Causal Research
• Slide Number 24
• Slide Number 25
• Slide Number 26
• Slide Number 27
• Manipulation of Online Product Reviews
• Marketing Research Proposal
• The Greenfield of Online Research
• Slide Number 31
• Primary Vs Secondary Data
• A Comparison of Primary amp Secondary Data
• Uses of Secondary Data
• Criteria for Evaluating Secondary Data
• A Classification of Secondary Data
• Internal Secondary Data (Example proactive service)
• Type of IndividualHousehold Level DataAvailable from Syndicated Firms
• Type of IndividualHousehold Level Data Available from Syndicated Firms
• A Classification of Published Secondary Sources (library government)
• InfoUSA Here There Everywhere
• A Classification of ComputerizedDatabases
• Published External Secondary Sources
• Classification of Computerized Databases
• Syndicated Services
• A Classification of Syndicated Services
• Syndicated Services Consumers
• Syndicated Services Institutions
• Overview of Syndicated Services
• Overview of Syndicated Services
• Single-Source Data
• A Classification of International Sources
• Slide Number 53
• A Classification of Marketing Research Data
• Qualitative Vs Quantitative Research
• A Classification of Qualitative Research Procedures
• Characteristics of Focus Groups
• Slide Number 58
• Slide Number 59
• Slide Number 60
• FOCUS GROUP-PHOTOS SHARING
• Slide Number 62
• Slide Number 63
• Key Qualifications of Focus Group Moderators
• Key Qualifications of Focus Group Moderators
• Procedure for Planning and Conducting Focus Groups
• Variations in Focus Groups
• Variations in Focus Groups
• Depth Interview Techniques Laddering (深度访谈）
• Depth Interview Hidden Issue Questioning
• Definition of Projective Techniques
• Word Association
• Word Association
• Completion Techniques
• Completion Techniques
• Construction Techniques
• A Cartoon Test
• Expressive Techniques
• Advantages of Projective Techniques
• Disadvantages of Projective Techniques
• Analysis of Qualitative Data
• Slide Number 82
• Slide Number 83
• Slide Number 84