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30 views

CHAPTER-2_A (1)

Uploaded by

Renalyn Gomez
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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CHAPTER 2

QUALITATIVE MARKETING RESEARC

A. Sources of Quantitative and Qualitative Secondary Data

Learning Objectives:
1. Discuss the unique factors to consider when developing a participant profile.
2. Explain how to construct a sample using the convenience, snowballing and
purposive. methods
3. Identify the steps involved in the purposive method of constructing a sample.
4. Describe how to develop a participant profile using segmentation characteristics.

Quantitative secondary data are numerical information on the external environment, industry and
consumers that already exist. Most of this information will be from statistical studies conducted by
academic institutions, trade associations, government agencies or marketing research firms.
Researchers will find numerous sources of information on the external environment and consumers.
However, they may also discover that finding data on competitors can be challenging. Qualitative
secondary data are not statistical and will be gathered from sources such as magazines and
newspapers. This type of information is very important when researching consumer preferences and
competitors.

Quantitative secondary data


Most external quantitative secondary data result from statistical survey research that has been already
conducted. Common sources of this data are academic institutions where professors conduct
statistical research. In addition, trade associations will collect statistical data for their members. Local
or federal government offices collect data as part of the services they provide while commercial
research firms collect statistical data to sell. These organizations have the financial and staff
resources to be able to conduct a survey with a large enough sample to ensure that data are
statistically valid. Academic and government data are often available to a researcher at no cost. Trade
association data are usually available only to member organizations and commercial research data
must be purchased.

a. Academic researchers
The secondary data that result from studies conducted by academic researchers can most often be
found published in academic journals. However, often the studies are basic and not applied research.
While such data may provide the researcher with insights as to the causes of a problem, they will
rarely answer a research question directly. However, examining the research of others can provide
information on some basic questions. The two databases described in the box below would be helpful
to those starting research for nonprofit arts organizations.
b. Trade associations
The secondary data compiled by trade associations are usually specifically focused on the consumers
who purchase a product, such as orange juice or women’s fashions, sold by member companies. This
information can provide very specific and therefore valuable data on consumption trends and changes
in consumer preferences. However, because detailed information on consumer preferences would be
helpful to competitors selling substitute products, this information may only be available to those
companies that belong to the association. Less sensitive data on consumption trends may be
available to the general public on the association’s website.
c. Government sources
Government departments and offices usually collect data about social trends or issues. These data
are almost always available to the general public and can be accessed directly on websites or by
visiting a business library. Each government office will be responsible for conducting studies in their
area of concern. For example, the US Department of Commerce conducts studies on business activity
in different regions of the USA. Likewise, in Europe, the European Union website can be searched for
industry information.

1|M arket in g Research (M M P6) BSBA major in M arket in g M an agemen t


Prepared by Prof. KRISTOPHER TAYO VISAYA, MEntrep
Catanduanes State University |College of Business and Accountancy
d. Marketing research firms
Marketing research firms are also a source of quantitative secondary data. These companies
specialize in researching a certain product category or consumer market segment on a continual
basis. These data are then available for purchase by any interested company or individual.
Types of qualitative secondary data
Secondary data, other than statistical information, are also available to researchers. Qualitative
sources such as general newspapers and magazines are sometimes overlooked by market
researchers as sources of information on consumer choices and competing products. These types of
publications are often aimed at consumers who belong to a specific demographic group or consume
specific types of products. These lifestyle publications are particularly useful for consumer marketing
research.
Popular magazines
Many magazines are written to appeal to a specific demographic group. For example, Retirement
Living magazine would be read by people who are either already retired or who are still employed but
planning their retirement. If marketing researchers were interested in what types of issues are of
concern to this group, examining the table of contents from several issues of the magazine would help
to provide this information. A travel company may also notice that many issues of the magazine had
articles that addressed the new trend of grandparents traveling with grandchildren. These data could
be used to develop new types of tour packages.
Other publications are aimed at groups of people who share a specific psychographic interest or
lifestyle. Car & Driver magazine and, even more specifically, Volkswagen Driver would have articles
focused on readers’ automotive interests. Market researchers in the automotive industry should make
a habit of reviewing such publications to keep abreast of consumer trends in this area. These lifestyle
magazines would also provide valuable information to market researchers in related industries such
as automotive supply stores. If a certain type of car accessory is being heavily promoted, such as
heated cup holders, then eventually consumers will be looking for this product and stores should have
them in stock.
Business and trade publications
Magazines and newspapers that cover business subjects are also a source of qualitative secondary
data. They will often carry articles that relate to new consumer interests or product trends. Trade
publications will also focus on a single product or industry. These business publications should be
received by marketing departments and kept on file for research purposes. Likewise, any trade
publications pertaining to specific industry trends should be received regularly to appropriate trade
association publications should be readily available in a marketing department along with competitors’
catalogues and other promotional material.
Websites
Many websites also contain information that is pertinent. This includes ‘zines, traditional publications
that are online and websites devoted to groups that share a specific interest. Blogs, chatrooms and
social networking websites are easy ways to research consumer interests, particularly those of
younger consumers. Likewise, websites that allow people to post reviews of products and services
can provide valuable insights. An example of their use is given in the box below.
Competitor secondary data
When considering the cause of a problem that is being researched, it is important to consider the
actions of a company’s competitors. A large corporation might have an established system for
gathering information on competitors’ new products, promotions or new target market segments.
However, even small companies can keep abreast of competitor actions. Besides the usual sources
of quantitative and qualitative data available to track competitor actions, researchers may need to
take a more creative approach to finding the required information.
When considering the cause of a problem that is being researched, it is important to consider the
actions of a company’s competitors. A large corporation might have an established system for
gathering information on competitors’ new products, promotions or new target market segments.
However, even small companies can keep abreast of competitor actions. Besides the usual sources
of quantitative and qualitative data available to track competitor actions, researchers may need to
take a more creative approach to finding the required information.

2|M arket in g Research (M M P6) BSBA major in M arket in g M an agemen t


Prepared by Prof. KRISTOPHER TAYO VISAYA, MEntrep
Catanduanes State University |College of Business and Accountancy
Valuable information can also be gathered through networking. If funds allow, researchers should
attend trade association events so they can network and hear the latest industry news. In addition,
researchers will hear all the informal gossip regarding those competitors who are thinking of
introducing new products or promotions. If trade shows are out of the question all business people
can afford to network in the community by attending local business meetings and events. At such
events a researcher might find him or herself in conversation with a local media representative who
might know about the future promotion plans of competitors or the local business reporter who should
have the latest news about new products being introduced by competitors. Even real estate agents
are sources of information, as they will have information on what companies are looking for new space
because of expansion plans.

3|M arket in g Research (M M P6) BSBA major in M arket in g M an agemen t


Prepared by Prof. KRISTOPHER TAYO VISAYA, MEntrep
Catanduanes State University |College of Business and Accountancy

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