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Type of secondary data

Type of secondary data. Secondary data is information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.

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Type of secondary data

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  1. Type of secondary data • Secondary data is information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. • A part of secondary data, standardized data, is collected especially for a set of information users with a common need. Standardized data is both purpose- specific and expensive, but still much cheaper than each user collecting data independently. • Most search procedures follow a distinctive pattern, which begins with the most available and least costly sources.

  2. Table 2.1 Advantages and disadvantages of secondary data

  3. Reliability of secondary data To determine the reliability of secondary data, marketing researchers must evaluate it. This is done by answering the following five questions: • What was the purpose of the study? • Who collected the information? • What information was collected? • How was the information collected? • How consistent is the information with other sources?

  4. Data collection with a specific purpose in mind - typical personal interviews Primary data sources • Sales reports • Market share reports • Marketing activities • Cost information • Sales force feedback • Sales reps’ reports • Customer - End-user feedback • Etc. Internal data sources Data sources • Private market research firms • (e.g. Euromonitor, Frost & Sullivan) • Governments • Industry associations • Trade magazines / journals • Article databases (e.g. Proquest) • Websites of competitors • Firms’ annual reports • Newspaper • Books Internet (electronic) Secondary data sources Published data Printed External data sources • Consumer purchase panels • (GFK) • Store audits (Store checks) • Nielsen’s Television Index • Multimedia services • Web-traffic (monitoring • traffic on Web-sites) Standardized sources of marketing data Figure 2.1 Sources of secondary data Source: Adapted from Aaker, Kumar and Day (1998)

  5. Danske kilder til markedsinformation

  6. Typer • Virksomhedsdata • Markedsdata • Brancheanalyser/Markedsanalyser

  7. Virksomhedsdata • CVR.dk: www.eogs.dk • Navne og Numre: www.nnerhverv.dk • Greens: www.greens.dk • Kompass: • http://www.kompass.com/kinl/index.php • Andre (Dunn & Bradsheet): www.dialogweb.com

  8. Statistiske data • Officielle data. Statistiske kontorer • Fx Statistikbanken www.statistikbanken.dk • Andre: http://www.dst.dk/OmDS/Bib/links/danmark.aspx

  9. Danmarks Statistikbankwww.statistikbanken.dk • Opbygning: 17 emneområder • Hvordan finder man de ønskede tal? 1.Via Emneområderne 2. Via Søgefunktionen • Præsentationsmuligheder • Tabel • Kurvediagram • Søjlediagram

  10. Eurostat • http://epp.eurostat.cec.eu.int Siden oktober 2004 gratis adgang

  11. OECD • To adgange: • www.oecd.org En offentlige site, hvor der er en del statistiske informationer • www.sourceoecd.org En betalingssite med ALT hvad OECD producerer (Rapporter, statistik etc.)

  12. Marketingdatabaser • Consumers Europe • European Marketing Data Statistics • International Marketing Data Statistics www.euromonitor.com Net eller papir?

  13. Branche/markedsanalyser Udenrigsministeriet http://www.um.dk/ Euromonitor www.euromonitor.com Reuters Business Insight http://www.reutersbusinessinsight.com/autologin.asp Dialog (Thomson Business Intelligence) www.dialogweb.com

  14. Portaler • AUB www.aub.aau.dk • Bizigate www.bizigate.dk

  15. Standardmarkedsanalyser • Data fra ACNielsen AIM omkring livsstil og forbrugsmønstre • Gallup mediedata (pris og dækning) • MOSAIC: geografisk segmentering

  16. ACNielsen AIM • Market*Monitor giver indblik i livsstil og forbrugsmønstre • Indsamling via postale spørgeskemaer • Omkring 20.000 svar pr. år • For nærmere præsentation se http://dk.acnielsen.com/products/index.shtml

  17. Access database • Via databasen kan man lave et udtræk til efterfølgende behandling i SPSS

  18. Mawin • Mawin giver et bruger-venligt interface til data fra Market*Monitor

  19. Gallup • Gallup måler via Index Danmark/Gallup danskernes mærkevare og medieforbrug • trykte, outdoor og bio/tv/radiomedier • Kombineres ovenstående med priser er det muligt at lave en medieanalyse • For nærmere præsentation se http://www.gallup.dk/page.aspx?pageid=17

  20. GallupPC • Gallup PC benytter en undersøgelse kombineret med en prisdatabase

  21. Mediavurdering • Til at rangordne medier efter ønskede nøgletal, eks. kontaktpris

  22. Dækningstabel • Til at vise medievaner i forskellige målgrupper

  23. MOSAIC • http://www.postdanmark.dk/contentfull.dk?content=/cms/da-dk/erhverv/dm-breve/mosaic.htm&menufile=/cms/da-dk/menufiles/erhverv.xml&lang=dk

  24. Øvelse i On-line søgning • I forbindelse med vores projekt skal vi prøve at belyse de unges valg af gymnasiale uddannelser og videreuddannelser i Nordjylland. • Hvordan ser det ud i andre regioner? • Start i Statistikbanken, men søg gerne andre steder. • Lav en PP-præsentation, som mailes til csp@business.aau.dk senest mandag d.2.5.2009 kl. 12.

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