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Mkt2202 - Lecture 5 Summer

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Joshua Gafoor
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31 views30 pages

Mkt2202 - Lecture 5 Summer

Uploaded by

Joshua Gafoor
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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RESEARCH TYPES

#MKT2202
SECONDARY RESEARCH & SOURCES OF
SECONDARY DATA
MARKET RESEARCH
HELPS TO BUILD YOUR
ARSENAL OF INSIGHT
PSP
PROBLEM

SOLUTION

PRESENT
RECAP - THE PROPOSAL:
ANOTHER FORM OF
PRESENTING THE
SOLUTION
ELEMENTS OF A SOUND PROPOSAL

- TITLE
- INTRODUCTION
- OBJECTIVES
- LITERATURE REVIEW
- METHODOLOGY
- DURATION OF PROJECT
- BUDGET
CONTEMPORARY PROPOSALS

- TITLE
- OPPORTUNITIES
- CHALLENGES
- PROJECT OVERVIEW
- RESEARCH DESIGN/ METHODOLOGY
- STRATEGY AND CAMPAIGN
- TIME FRAME
- INVESTMENT
DATA AND INFORMATION
WHAT IS DATA?

- A GROUP ‘OF’ [LATIN WORD: datum]


- RAW FACTS OR FIGURES
- HAS NO CONTEXT
WHAT IS DATA?
WHAT IS INFORMATION?

- DATA PRESENTED W/ CONTEXT

- DETAILS/ FACTS ABOUT A SUBJECT


WHAT IS KNOWLEDGE/
INSIGHT/MARKET INTELLIGENCE?
- THE UNDERSTANDING OF INFORMATION

- INFORMATION INTERPRETED THROUGH


RULES
WHAT IS WISDOM?

- APPLICATION OF KNOWLEDGE

- ACTING ON SOUND INSIGHTS


WHEN IS INFORMATION VALUABLE?

- RELEVANCE

- COMPLETENESS

- QUALITY

- TIMELINESS
DATA PROCESSING
BIG DATA?
WHAT IS BIG DATA?
DATA MANAGEMENT
DATA MANAGEMENT
THE PROCESS OF MANAGING YOUR RESEARCH DATA.

THE DATA MANAGEMENT PLAN:

“A data management plan is a formal document that outlines what you will do with your
data during and after you complete your research. It describes the data that will be
created, the standards used to describe the data (metadata), who owns the data, who
can access the data, how long the data will be preserved (and/or made accessible), and
what facilities and equipment will be necessary to disseminate, share, and/or preserve
the data.”

SOURCE: NC STATE UNIVERSITY


QUAL AND QUANT DATA?

QUALITATIVE DATA QUANTITATIVE DATA

DESCRIBING QUALITIES: MEASURING QUANTITY:

OPEN WORD TEXT NUMERICAL


RESEARCH DATA TYPES
Documents (text, Word), spreadsheets
Laboratory notebooks, field notebooks, diaries
Questionnaires, transcripts, codebooks
Audiotapes, videotapes
Photographs, films
Collection of digital objects acquired and generated during the process of research
Database contents (video, audio, text, images)
Models, algorithms, scripts
Contents of an application (input, output, log files for analysis software, simulation
software, schemas)
Methodologies and workflows
Standard operating procedures and protocols

SOURCE: NC STATE UNIVERSITY


METADATA
DATA THAT DESCRIBES OTHER DATA

THINK OF METADATA AS THE LISTED PROPERTIES OF DATA SETS

DATA SET FILE


SECONDARY DATA RESEARCH

WHAT IS SECONDARY DATA OR SECONDARY RESEARCH ?


ADVANTAGES AND DISADVANTAGES OF
SECONDARY DATA?

ADVANTAGES

- READILY AVAILABLE
- LESS EXPENSIVE WAY OF ACCESSING RELEVANT INFORMATION
- INACCESSIBLE DATA CAN BE ACCESSED
ADVANTAGES AND DISADVANTAGES OF
SECONDARY DATA?
DISADVANTAGES

- DATA WAS USUALLY GATHERED FOR A DIFFERENT REASON AND MAY


NOT BE AS APPLICABLE TO THE CURRENT ISSUE BEING RESEARCHED
- DATA MAY NOT FIT WELL ENOUGH TO BE USEFUL
- DATA MAY BE HARD TO VALIDATE OR MAY BE DEEMED UNRELIABLE
- DEFINITION OF TERMS MAY DIFFER
- DIFFERENT UNITS OF MEASUREMENTS MAY BE USED
- DATA MAY BE TOO OLD
OBJECTIVES OF SECONDARY DATA
RESEARCH

- FACT FINDING
- MODEL BUILDING
- DATA MINING
- DATABASE MARKETING AND CUSTOMER RELATIONSHIP
MANAGEMENT
SOURCE OF SECONDARY DATA

INTERNAL SOURCES OF SECONDARY DATA

- INTERNAL DATA
- PROPRIETARY DATA
SOURCE OF SECONDARY DATA

EXTERNAL SOURCES OF SECONDARY DATA

- INFO AS A PRODUCT IS DISTRIBUTED BY: LIBRARIES, THE INTERNET, VENDORS


& PRODUCERS
- GOVERNMENT AGENCIES
LECTURE 6
SURVEY RESEARCH

SURVEY RESEACH METHODS

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