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
Customized Research
Everything from test marketing to in-store observations
Decision Support
Tools that enable data analysis, interpretation and insight
producing scanner data
Items scanned at Checkout
Price, Quantity, UPC Item Description Recorded
Scanner Tape Sent to Nielsen or via Modem
customer panel
-Representative Panel of Households
-Records all purchases made
-Records coupon use
-Participants are provided
incentive to participate
internal sources of secondary data
- Inputs (Marketing activities and Customer database)
- Process (Inventory management and Operations management and Accounting data
- Outcomes (Sales / patronage results, Customer feedback, and Channel member feedback)
customer relationship management
men’s basketball rewards program
customer targeting
-It is difficult to select customers without
knowing anything about them.
-Usually, Direct Marketing monitors several key
“indicators”, or “variables”, which help
determine who is most likely to purchase from
our catalog.
-Recency (months since last purchase)
-Frequency (number of orders)
-Average Order Size
