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Type of secondary data. Secondary data is information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.

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Type of secondary data

  • Secondary data is information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.

  • A part of secondary data, standardized data, is collected especially for a set of information users with a common need. Standardized data is both purpose- specific and expensive, but still much cheaper than each user collecting data independently.

  • Most search procedures follow a distinctive pattern, which begins with the most available and least costly sources.


Table 2.1 Advantages and disadvantages of secondary data


Reliability of secondary data

To determine the reliability of secondary data, marketing researchers must evaluate it. This is done by answering the following five questions:

  • What was the purpose of the study?

  • Who collected the information?

  • What information was collected?

  • How was the information collected?

  • How consistent is the information with other sources?


Data collection with a specific

purpose in mind -

typical personal interviews

Primary

data sources

  • Sales reports

  • Market share reports

  • Marketing activities

  • Cost information

  • Sales force feedback

  • Sales reps’ reports

  • Customer - End-user feedback

  • Etc.

Internal

data sources

Data sources

  • Private market research firms

  • (e.g. Euromonitor, Frost & Sullivan)

  • Governments

  • Industry associations

  • Trade magazines / journals

  • Article databases (e.g. Proquest)

  • Websites of competitors

  • Firms’ annual reports

  • Newspaper

  • Books

Internet

(electronic)

Secondary

data sources

Published data

Printed

External

data sources

  • Consumer purchase panels

  • (GFK)

  • Store audits (Store checks)

  • Nielsen’s Television Index

  • Multimedia services

  • Web-traffic (monitoring

  • traffic on Web-sites)

Standardized

sources of marketing

data

Figure 2.1 Sources of secondary data

Source: Adapted from Aaker, Kumar and Day (1998)



Typer
Typer

  • Virksomhedsdata

  • Markedsdata

  • Brancheanalyser/Markedsanalyser


Virksomhedsdata
Virksomhedsdata

  • CVR.dk: www.eogs.dk

  • Navne og Numre: www.nnerhverv.dk

  • Greens: www.greens.dk

  • Kompass:

  • http://www.kompass.com/kinl/index.php

  • Andre (Dunn & Bradsheet): www.dialogweb.com


Statistiske data
Statistiske data

  • Officielle data. Statistiske kontorer

    • Fx Statistikbanken www.statistikbanken.dk

    • Andre: http://www.dst.dk/OmDS/Bib/links/danmark.aspx


Danmarks statistikbank www statistikbanken dk
Danmarks Statistikbankwww.statistikbanken.dk

  • Opbygning: 17 emneområder

  • Hvordan finder man de ønskede tal?

    1.Via Emneområderne

    2. Via Søgefunktionen

  • Præsentationsmuligheder

    • Tabel

    • Kurvediagram

    • Søjlediagram


Eurostat
Eurostat

  • http://epp.eurostat.cec.eu.int

    Siden oktober 2004 gratis adgang


OECD

  • To adgange:

  • www.oecd.org

    En offentlige site, hvor der er en del statistiske informationer

  • www.sourceoecd.org

    En betalingssite med ALT hvad OECD producerer (Rapporter, statistik etc.)


Marketingdatabaser
Marketingdatabaser

  • Consumers Europe

  • European Marketing Data Statistics

  • International Marketing Data Statistics

    www.euromonitor.com

    Net eller papir?


Branche markedsanalyser
Branche/markedsanalyser

Udenrigsministeriet

http://www.um.dk/

Euromonitor

www.euromonitor.com

Reuters Business Insight http://www.reutersbusinessinsight.com/autologin.asp

Dialog (Thomson Business Intelligence)

www.dialogweb.com


Portaler
Portaler

  • AUB www.aub.aau.dk

  • Bizigate www.bizigate.dk


Standardmarkedsanalyser
Standardmarkedsanalyser

  • Data fra ACNielsen AIM omkring livsstil og forbrugsmønstre

  • Gallup mediedata (pris og dækning)

  • MOSAIC: geografisk segmentering


Acnielsen aim
ACNielsen AIM

  • Market*Monitor giver indblik i livsstil og forbrugsmønstre

  • Indsamling via postale spørgeskemaer

  • Omkring 20.000 svar pr. år

  • For nærmere præsentation se http://dk.acnielsen.com/products/index.shtml


Access database
Access database

  • Via databasen kan man lave et udtræk til efterfølgende behandling i SPSS


Mawin
Mawin

  • Mawin giver et bruger-venligt interface til data fra Market*Monitor


Gallup
Gallup

  • Gallup måler via Index Danmark/Gallup danskernes mærkevare og medieforbrug

    • trykte, outdoor og bio/tv/radiomedier

  • Kombineres ovenstående med priser er det muligt at lave en medieanalyse

  • For nærmere præsentation se http://www.gallup.dk/page.aspx?pageid=17


Galluppc
GallupPC

  • Gallup PC benytter en undersøgelse kombineret med en prisdatabase


Mediavurdering
Mediavurdering

  • Til at rangordne medier efter ønskede nøgletal, eks. kontaktpris


D kningstabel
Dækningstabel

  • Til at vise medievaner i forskellige målgrupper


Mosaic
MOSAIC

  • http://www.postdanmark.dk/contentfull.dk?content=/cms/da-dk/erhverv/dm-breve/mosaic.htm&menufile=/cms/da-dk/menufiles/erhverv.xml&lang=dk


Velse i on line s gning
Øvelse i On-line søgning

  • I forbindelse med vores projekt skal vi prøve at belyse de unges valg af gymnasiale uddannelser og videreuddannelser i Nordjylland.

  • Hvordan ser det ud i andre regioner?

  • Start i Statistikbanken, men søg gerne andre steder.

  • Lav en PP-præsentation, som mailes til [email protected] senest mandag d.2.5.2009 kl. 12.


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