SYNDICATED SOURCES OF SECONDARY DATA

BURCU AKMANVELİ BAHÇECİ

Overview

The Nature Of The Syndicated Data

Surveys

Purchase and Media Panels

Electronic Scanner Services

Retailer And Wholesaler Audits

Industry Services

The nature of the syndIcated data

Classification of Syndicated Services

A Classification of Syndicated Services: Household/Consumers

Household Consumers

1-Surveys

2-Panels

3-Electronic Scanner Services

Psychographic & Lifestyles

General

Advertising Evaluation

Media

Purchase

ScannerPanels

Volume Tracking

Data

ScannerPanels with

Cable TV

Figure

5.4 A

Classification

of Syndicate

d Services:

Household/Consu

mers

Survey

Periodic Surveys

Regular intervals

Follow customer satisfaction directly

Panel Surveys

Known omnibus panel

Measure same group of respondents over time, but not on the same variable

Shared Surveys

Developed for multiple clients, each of them share the expenses

General questions and each client can add proprietary questions

Regular or one-time study

Omni Tel : Ford Motor Company

Surveys by Syndicated Firms

Periodic Panel Shared

Psychographic and Lifestyles GeneralAdvertising

Evaluation

Surveys may also be classified on the basis of their content:

Psychographics and Lifestyles Lifestyles: distinctive

modes of living with in a society or some of segments such as DINK.

Psychographics related with psychological profiles activities, interests and opinions.

Example: Free at Last

Yankelovich Research Company

Survey on social trends and lifestyles

It conducted at the same time each year

2500 adults, 16 and older, including special sample 300 college students

Interviews conducted in person

Advertising Evaluation

Assess effectiveness of advertising

Recruited audience method

Home viewing method

General Surveys

Variety of other purposes

Uses of Surveys

Collect psychographic and lifestyle data for market segmentation

Developing consumer profiles

Determining consumer preferences

Determining product image

Conducting price perception analysis

Advantages and Disadvantages of Surveys

Advantages

Most flexible way of obtaining data

Asked in variety of questions: visual ads, products etc.

Disadvantages

Interviewer error

Respondent errors

Purchase Panel

It is a marketing research technique,

based on collecting purchase information

from a continuous and representative household sample

regularly and continuously

Purchase Panel

Purchase Panel

Media Panels

Recording viewing behavior

Nielsen TV index

Use to identify prospects for products and services based on consumers’ viewing.

Media Panels

Media surveys reports;

E-commerce activity

Domains and unique sites

Rankings by side and category

Traffic patterns

E-commerce transactions

Turkey Internet Investment Reports

Uses of Purchase and Media Panels

Forecasting sales

Measuring promotional effectiveness

Market share

Assessing brand loyalty

Brand switching behavior

Selecting media program

Establishing viewer profiles

Advantages and disadvantages of Purchase and Media Panels

Advantages:

Information about aggregate sales activity, brand shares

Measure consumer behavior

Analyze:

Heavy buyers

Brand switching

Repeat purchase

Disadvantages:

Mortality effect: drop out rate, moving

Representativeness

Electronic Scanner Services

Data obtained by passing merchandise over a laser scanner that reads UPC (universal product code) from consumer purchases.

ACNielsen and Information Resources

Compile and sell data which tell subscribers how well their products are selling relative to the competition.

The accuracy and speed with which product movement at the retail level can be recorded using electronic scanners have reshaped the marketing research industry.

Types Of Scanner Data

1. Volume Tracking Data

2. Scanner Panels

3. Scanner Panels With Cable TV

Volume Tracking Data

Scanner data that provides information on purchases by brand, size, price and flavor or formulation. Supermarkets Outlets with electronic checkout counters

Scanner Panels

Scanner data collected from panel members who are issued an ID card allowing panel members’ purchases to be linked to their identities.

Scanner Panels With Cable TV

The combination of a scanner panel with manipulations of the advertising that is being broadcast by cable TV companies.

Uses Of Scanner Data

National volume-tracking data can be used for tracking; Sales Prices Distribution For modeling and analyzing early warning signals.

Uses Of Scanner Data

Scanner panels with cable TV can be used for; Testing new products Repositioning products Analyzing promotional mix Making advertising and pricing decisions

Advantages Of Scanner Data

Scanner data are not only available more quickly, they are also typically more accurate than data collected through either surveys or purchase panels

The response bias that plagues manual data collection is lessened

Errors due to failures in recall are also eliminated with electronic data collection

Offers the ability to study very short time periods of sales activity

Disadvantages Of Scanner Data

Lack of presentativeness; only retailers equipped with scanners are included in research Such as food warehouses, mass merchandisers may

be excluded

Likewise, the availability of scanners may be lacking in certain geographical areas

All products may not be scanned

The available technology permits the monitoring of only one TV set per household. Not 2nd or 3rd TV set

Retailer And Wholesaler Audits

A data collection process derived from physical records or inventory analysis.

Data are collected personally by the researcher or by representatives of the researcher, and the data are based upon counts, usually of physical objects other than people.

Syndicated Sources Of Secondary Data

INSTITUTIONS

RETAILERS

AUDITS

WHOLESALERS INDUSTRIAL FIRMS

DIRECT INQUIRIES

CLIPPING SERVICES

CORPORATE REPORTS

Uses Of Audit Data

Standardized as well as customized reports are available to help subscribers manage their brands.

These reports provide information that can be used to; Determine market size and share Assess competitive activity Identify distribution problems Develop sales potentials and forecasts Develop and monitor promotional allocations based

on sales volume

Industry Services

Secondary data derived from industrial sources and intended for industrial use.

Types of data collected Financial Operating Employment

Combining Information From A Variety Of Sources: Single Source Data

Single source data is an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.

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