Lecture 4 Flashcards
when to use descriptive research
To describe group characteristics
-mean, median, and mode
To estimate proportion of units who have particular
characteristics
-proportion or percent
To make specific predictions
-Correlation, regression
what questions does descriptive research answer
Typically answers
- Who (are firm’s competitors or customers?)
- What (products, brands, etc… are being purchased?)
- Where (are consumers buying the products?)
- When (are purchases made?)
- How (are products being used?
scanner data
observation research
Cross sectional studies
–describe population at one point in time
– sample surveys
Longitudinal studies
– same sample is measured repeatedly
–panel studies
Primary Data:
Information collected specifically
for the purpose of the investigation at hand
(focus groups, IDI, ethnographies, surveys, etc.)
Secondary Data:
Information not gathered for the
immediate study at hand but
for some other purpose
(publications, internal data, syndicated data, etc.)
secondary data in descriptive research
Demand Estimation
Monitoring the Environment
Segmentation and Targeting
Developing a business intelligence system
why use secondary data?
Better problem definition Suggest further data Provide guidance for next steps of research Suggest better research methods Substitute for primary data
internal secondary data
Marketing activities (Inputs) Cost / operations information (Process) Sales / patronage results (Outcomes) Distributor reports and feedback Customer feedback
published secondary data
Government Trade associations Newspapers / periodicals Annual reports Private studies
syndicated secondary data
Store Audits Purchase Panels Scanner Data Geodemographic Data Ad Exposure Data Behavioral Measurement
external secondary data
published or syndicated
Retail Measurement
Track product performance and market dynamics
Consumer Panels
Understand consumer demographics, attitudes and
shopping behavior
