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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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SECONDARY SOURCE DATA

  • Definition

  • Content

  • Locating secondary data sources


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KEY SECONDARY DATA SOURCES

  • U.S. Census

  • NAICS / SIC

  • Survey of Buying Power

  • Syndicated services


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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?


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QUALITATIVE RESEARCH: FOCUS GROUPS

  • Appropriate and inappropriate uses

  • Group characteristics

  • Moderator

  • Advantages and Disadvantages

  • Recent developments


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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


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IN-DEPTH INTERVIEW

  • When to use one-on-one and when focus groups

  • Specialized techniques

    • ‘Motivation research’ techniques

    • Laddering

    • Repertory grid



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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)


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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


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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