secondary sources and qualitative research
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SECONDARY SOURCES AND QUALITATIVE RESEARCH

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SECONDARY SOURCES AND QUALITATIVE RESEARCH. MKT525 L. Alwitt. SECONDARY SOURCE DATA. Definition Content Locating secondary data sources. KEY SECONDARY DATA SOURCES. U.S. Census NAICS / SIC Survey of Buying Power Syndicated services. EVALUATING SECONDARY SOURCE DATA.

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Presentation Transcript
secondary source data
SECONDARY SOURCE DATA
  • Definition
  • Content
  • Locating secondary data sources
key secondary data sources
KEY SECONDARY DATA SOURCES
  • U.S. Census
  • NAICS / SIC
  • Survey of Buying Power
  • Syndicated services
evaluating secondary source data
EVALUATING SECONDARY SOURCE DATA
  • How well does it fit your information needs?
  • Accuracy of data?
  • How timely is the data?
  • Is it consistent with other data sources?
qualitative research focus groups
QUALITATIVE RESEARCH: FOCUS GROUPS
  • Appropriate and inappropriate uses
  • Group characteristics
  • Moderator
  • Advantages and Disadvantages
  • Recent developments
a good focus group moderator
A GOOD FOCUS GROUP MODERATOR
  • Quick learner
  • Friendly leader
  • Knowledgeable but not all-knowing
  • Excellent memory
  • Good listener
  • Facilitator but not a performer
  • Flexible
  • Empathetic
  • ‘Big picture’ thinker
  • Good writer
in depth interview
IN-DEPTH INTERVIEW
  • When to use one-on-one and when focus groups
  • Specialized techniques
    • ‘Motivation research’ techniques
    • Laddering
    • Repertory grid
laddering a method to elicit means end chains
Laddering: a method to elicit means-end chains
  • What are most important attributes when person selects a brand of a product/service?
  • With what benefit or consequence is each attribute associated?
  • With what value is each benefit associated?

“You mentioned that Perrier is highly carbonated. Why is a lot of carbonation important to you?” (repeat for each response)

laddering
Laddering
  • Select 2 most important factors
  • For each factor ask:
  • Why is X important to you?
  • What does X give you?
  • Record means-end chain for each factor
observation
Fortune, WSJ

7 Secrets of Successful People

Smithsonian

Glass and steel desk

Gold ballpoint pen

Stereo -classical music

Art=Durer-”Knight Death, and Devil”

Reader’s Digest

Guns & Ammo

Local newspaper

Conan (sword/sorcery pb)

Plastic desk organizers

plastic Papermate pen

Clock radio - oldies

Framed posters on walls:

Artist for Conan books (Frazetta)

OBSERVATION
ad