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