Week 6 Flashcards
What is secondary data?
Data that has been used previously for some purpose other than the one at hand (e.g. ABS or government data)
It is usually safe to assume it is relevant, useful and reliable.
Advantages of using secondary data?
- Availability
- Less expensive
- Requires no access to subjects
- May provide info otherwise not accessible
Disadvantages to secondary data?
- Uncertain validity/quality
- Data not consistent with needs
- Inappropriate units of measurement
- Age
- Inappropriate sample
- Data conversion issues (e.g. different currency)
- Cross-check accuracy.
Fact finding reasons for using secondary data?
- Trend analysis - analysing trends
2. Environmental scanning - to detect environmental changes.
What is Model building and the reasons for using this secondary data?
The use of secondary data to help specify relationships between two or more variables. To: 1. Estimate market potential 2. Forecasting sales 3. Analysis of trade areas and sites
What is Data mining and the reasons for using this secondary data?
The use of powerful computers to dig through volumes of data to discover patterns .
- Social media mining
- Market based analysis
- Customer discovery
Database marketing reason for using secondary data?
Use of customer database to promote one-to-one relationships with customers and create precisely targeted promotions.
What are the sources of internal secondary data?
They are either internal or proprietary data - both of which are inside an organisation.
What are the commercial sources for secondary data?
- Market share data
- Demographic and census updates
- Consumer attitude and public opinion
- Consumption and purchase behaviour data
- Advertising research
What is survey research?
The purpose is to collect primary data through written or spoken answers to questions.
It is descriptive research
Can be either qualitative or quantitative
Advantages of survey research?
Information is:
- Fast to get
- Inexpensive
- Efficient
- Accurate
What are the causes of errors in survey research?
- Random sampling errors
- Systematic errors
- Sample bias
What is a respondent error?
actions or inaction, such as; non-response or response bias.
What are non-respondent errors?
They are statistical errors. The difference when a survey doesn’t include non-respondent data, verse one that does include non-respondent data.
Types of response bias
- Deliberate falsification
- Average-person hypothesis
- Unconscious misrepresentation
- Acquiescence bias - agree to questions
- Extremity bias - extreme view
- Interview bias - interviewer influence
- Social desirability bias - desire for presetige.
What are the 4 administration errors?
- Data processing
- Sample selection
- Interviewer error - mistake
- Interviewer cheating - falsification
What is priming?
Influencing people by certain exposure beforehand.
How to avoid bias data?
- Pre-test survey
- Use pilot survey
- Random order of questions.
What are 2 survey research methods?
- Cross-sectional study - subjects from various segments of the population @ the same time.
- Longitudinal study - survey respondents @ different times.
Types of interview survey?
- Face-to-face
- Door-to-door
- Telephone
- Print or electronic
What is self-selection bias?
A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent.
