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Syndicated sources of secondary data


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A detailed look to the syndicated sources of secondary data.

Published in: Marketing, Business, Technology
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Syndicated sources of secondary data

  2. 2. Overview  The Nature Of The Syndicated Data  Surveys  Purchase and Media Panels  Electronic Scanner Services  Retailer And Wholesaler Audits  Industry Services
  3. 3. The nature of the syndIcated data
  4. 4. Classification of Syndicated Services
  5. 5. A Classification of Syndicated Services: Household/Consumers F i g u r e 5 . 4 A C l a s s i f i c a t i o n o f S y n d i c a t e d S e r v i c e s : H o u s e h o l d / C o n s u m e r s 3-Electronic Scanner Services Household Consumers 2-Panels 1-Surveys Volume Tracking Data Purchase Psychographic & Lifestyles Media Advertising Evaluation General Scanner Panels Scanner Panels with Cable TV
  6. 6. Survey
  7. 7. Periodic Surveys  Regular intervals  Follow customer satisfaction directly
  8. 8. Panel Surveys  Known omnibus panel  Measure same group of respondents over time, but not on the same variable
  9. 9. Shared Surveys  Developed for multiple clients, each of them share the expenses  General questions and each client can add proprietary questions  Regular or one-time study  Omni Tel : Ford Motor Company
  10. 10. Surveys may also be classified on the basis of their content: Surveys by Syndicated Firms Periodic Psychographic and Lifestyles Panel Shared Advertising Evaluation General
  11. 11. Psychographics and Lifestyles  Psychographics related with psychological profiles activities, interests and opinions.  Lifestyles: distinctive modes of living with in a society or some of segments such as DINK.
  12. 12. Example: Free at Last  Yankelovich Research Company  Survey on social trends and lifestyles  It conducted at the same time each year  2500 adults, 16 and older, including special sample 300 college students  Interviews conducted in person
  13. 13. Advertising Evaluation  Assess effectiveness of advertising  Recruited audience method  Home viewing method
  14. 14. General Surveys   Variety of other purposes
  15. 15. Uses of Surveys  Collect psychographic and lifestyle data for market segmentation  Developing consumer profiles  Determining consumer preferences  Determining product image  Conducting price perception analysis
  16. 16. Advantages and Disadvantages of Surveys  Advantages  Disadvantages   Interviewer error Most flexible way of obtaining data  Asked in variety of questions: visual ads, products etc.  Respondent errors
  17. 17. Purchase Panel  It is a marketing research technique, based on collecting purchase information from a continuous and representative household sample regularly and continuously
  18. 18. Purchase Panel
  19. 19. Purchase Panel
  20. 20. Media Panels  Recording viewing behavior  Nielsen TV index  Use to identify prospects for products and services based on consumers’ viewing.
  21. 21. Media Panels  Media surveys reports;  E-commerce activity  Domains and unique sites  Rankings by side and category  Traffic patterns  E-commerce transactions
  22. 22. Turkey Internet Investment Reports
  23. 23. Uses of Purchase and Media Panels  Forecasting sales  Measuring promotional effectiveness  Market share  Assessing brand loyalty  Brand switching behavior  Selecting media program  Establishing viewer profiles
  24. 24. Advantages and disadvantages of Purchase and Media Panels  Advantages:  Disadvantages:  Information about aggregate sales activity, brand shares   Measure consumer behavior  Representativeness  Analyze:  Heavy buyers  Brand switching  Repeat purchase Mortality effect: drop out rate, moving
  25. 25. Electronic Scanner Services  Data obtained by passing merchandise over a laser scanner that reads UPC (universal product code) from consumer purchases.
  26. 26. ACNielsen and Information Resources  Compile and sell data which tell subscribers how well their products are selling relative to the competition.  The accuracy and speed with which product movement at the retail level can be recorded using electronic scanners have reshaped the marketing research industry.
  27. 27. Types Of Scanner Data  1. Volume Tracking Data  2. Scanner Panels  3. Scanner Panels With Cable TV
  28. 28. Volume Tracking Data  Scanner data that provides information on purchases by brand, size, price and flavor or formulation.  Supermarkets  Outlets with electronic checkout counters
  29. 29. Scanner Panels  Scanner data collected from panel members who are issued an ID card allowing panel members’ purchases to be linked to their identities.
  30. 30. Scanner Panels With Cable TV  The combination of a scanner panel with manipulations of the advertising that is being broadcast by cable TV companies.
  31. 31. Uses Of Scanner Data  National volume-tracking data can be used for tracking;  Sales  Prices  Distribution  For modeling and analyzing early warning signals.
  32. 32. Uses Of Scanner Data  Scanner panels with cable TV can be used for;  Testing new products  Repositioning products  Analyzing promotional mix  Making advertising and pricing decisions
  33. 33. Advantages Of Scanner Data  Scanner data are not only available more quickly, they are also typically more accurate than data collected through either surveys or purchase panels  The response bias that plagues manual data collection is lessened  Errors due to failures in recall are also eliminated with electronic data collection  Offers the ability to study very short time periods of sales activity
  34. 34. Disadvantages Of Scanner Data  Lack of presentativeness; only retailers equipped with scanners are included in research  Such as food warehouses, mass merchandisers may be excluded  Likewise, the availability of scanners may be lacking in certain geographical areas  All products may not be scanned  The available technology permits the monitoring of only one TV set per household. Not 2nd or 3rd TV set
  35. 35. Retailer And Wholesaler Audits  A data collection process derived from physical records or inventory analysis.  Data are collected personally by the researcher or by representatives of the researcher, and the data are based upon counts, usually of physical objects other than people.
  37. 37. Uses Of Audit Data  Standardized as well as customized reports are available to help subscribers manage their brands.  These reports provide information that can be used to;  Determine market size and share  Assess competitive activity  Identify distribution problems  Develop sales potentials and forecasts  Develop and monitor promotional allocations based on sales volume
  38. 38. Industry Services  Secondary data derived from industrial sources and intended for industrial use.  Types of data collected  Financial  Operating  Employment
  39. 39. Combining Information From A Variety Of Sources: Single Source Data  Single source data is an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.
  40. 40. Thanks for listening 