Understanding Syndicated Data in Marketing Research

1. Chapter Five Chapter 5

2. Figure 5.1 Relationship to the Previous Chapters and The Marketing Research Process Figure 5.1 Relationship of Syndicated Sources to the Previous Chapters and the Marketing Research Process Focus of this Chapter Relationship to Previous Chapters Relationship to Marketing Research Process • Syndicated Sources of Secondary Data • The Marketing Research Suppliers & Services (Chapter 1) • Tasks Involved in Problem Definition and Developing an Approach (Chapter 2) • Exploratory Research Design (Chapter 3) • Descriptive Research Design (Chapter 3) • Secondary Data (Chapter 4) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

3. Figure 5.2 Syndicate Sources of Secondary Data: An Overview Figure 5.2 Syndicate Sources of Secondary Data: An Overview Opening Vignette Fig 5-1 The Nature of Syndicated Data A Classification of Syndicated Services Figs 5.3 and 5.4 Table5.1 Surveys Fig 5.5 Periodic Panel Shared Focus on Elrick & Lavidge Internet Applications Advertising Evaluation Psychographic and Lifestyles General Consumer Diary Panels Diary Purchase Panels Diary Media Panels Application to Contemporary Issues TQM International Technology Ethics

4. Figure 5.2 Syndicate Sources of Secondary Data: An Overview Continued Figure 5.2 Syndicate Sources of Secondary Data: An Overview Opening Vignette Fig 5-1 Electronic Scanner Services Scanner Diary Panels with Cable TV Volume Tracking Data Scanner Diary Panels Syndicated Data from Institutions Focus on Elrick & Lavidge Internet Applications Fig 5.6 Retailer and Wholesaler Outlets Industrial Research Services Combining Data from Different Sources: Single Source Data Application to Contemporary Issues TQM International Technology Ethics

5. Figure 5.3 A Classification of Syndicated Services Figure 5.3 A Classification of Syndicated Services Unit of Measurement Households/ Consumers Institutions

6. Figure 5.4 A Classification of Syndicated Services: Household/Consumers Figure 5.4 A Classification of Syndicated Services: Household/Consumers Electronic Scanner Services Household Consumers Mail Diary Panels Surveys Volume Tracking Data Purchase Psychographic & Lifestyles Scanner Diary Panels Media Advertising Evaluation Scanner Diary Panels w/ Cable TV General

7. Figure 5.5 Classification of Syndicated Survey Research Figure 5.5 Classification of Syndicated Survey Research Surveys by Syndicated Firms Periodic Panel Shared Psychographic and Lifestyles Advertising Evaluation General

8. Figure 5.6 Classification of Syndicated Services: Institutions Figure 5.6 Classification of Syndicated Services : Institutions Institutions Retailers Wholesalers Industrial Firms Audits Direct Inquiries Clipping Services Corporate Reports

9. Table 5.1 Overview of Syndicated Services

10. Table 5.1 Overview of Syndicated Services (Cont.) Table 5.1: Overview of Syndicated Services (Cont.) 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 in industrial firms, particularly useful in initial phases of the projects Data is lacking in terms of content, quantity, and quality Determining market potential by geographic area, defining sales territories, allocating advertising budget Type Characteristics Advantages Disadvantages Uses