Exploratory Research Design (Secondary Data)

1. Chapter Four Chapter Four

3. Primary versus Secondary Data Advantages and Uses of Secondary Data Disadvantages of Secondary Data Criteria for Evaluating Secondary Data Table 4.2 Table 4.1 Figure 4.2 Secondary Data: An Overview Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?

4. Classification of Secondary Data Internal Secondary Data Published Secondary Data Computerized Databases Figure 4.3 Database Marketing Figure 4.4 General Business Sources Government Sources Figure 4.5 Online Internet Offline Combining Internal and External Secondary Data Figure 4.2 Secondary Data: An Overview (continued) Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?

6. Table 4.1 A Comparison of Primary and Secondary Data

9. Table 4.2 Criteria for Evaluating Secondary Data

11. Figure 4.3 A Classification of Secondary Data Figure 4.3 A Classification of Secondary Data Secondary Data Internal Requires Further Processing Ready to Use Published Materials Computerized Databases Syndicated Services External

13. Type of Individual/Household Level Data Available from Syndicated Firms I. Demographic Data - Identification (name, address, telephone) - Sex - Marital status - Names of family members - Age (including ages of family members) - Income - Occupation - Number of children present - Home ownership - Length of residence - Number and make of cars owned

14. Type of Individual/Household Level Data Available from Syndicated Firms II. Psychographic Lifestyle Data - Interest in golf - Interest in winter skiing - Interest in book reading - Interest in running - Interest in bicycling - Interest in pets - Interest in fishing - Interest in electronics - Interest in cable television There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.

15. Figure 4.4 A Classification of Published Secondary Sources Published Secondary Data General Business Sources Other Government Publications Census Data Government Sources Figure 4.4 A Classification of Published Secondary Sources Guides Directories Indices Statistical Data

17. Figure 4.5 A Classification of Computerized Databases Computerized Databases Online Internet Offline Special Purpose Databases Directory Databases Full- Text Databases Bibliographic Databases Numeric Databases Figure 4.6 A Classification of Computerized Databases

19. Figure 4.6 Sources of Secondary Data for International Marketing Research International Secondary Data Domestic Organizations in the United States International Organizations in the United States Organizations in Foreign Countries Trade Associations International Organizations Nongovernment Sources Government Sources Governments Figure 4.7 Sources of Secondary Data for International Marketing Research