A detailed look to the syndicated sources of secondary data.

1. 
SYNDICATED
SOURCES OF
SECONDARY
DATA
BURCU AKMAN
VELİ BAHÇECİ

2. Overview
 The Nature Of The Syndicated Data

Surveys

Purchase and Media Panels

Electronic Scanner Services
 Retailer And Wholesaler Audits
 Industry Services

3. The nature of the syndIcated data

5. Classification of Syndicated Services

6. A Classification of Syndicated Services:
Household/Consumers
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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

7. Survey

9. Periodic Surveys

Regular
intervals
 Follow
customer
satisfaction
directly

10. Panel Surveys

Known omnibus panel

Measure same group of
respondents over time, but not
on the same variable

11. 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

12. Surveys may also be classified on the basis of their content:
Surveys by Syndicated Firms
Periodic
Psychographic and
Lifestyles
Panel
Shared
Advertising
Evaluation
General

13. 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.

14. 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

15. Advertising Evaluation

Assess effectiveness of advertising

Recruited audience method

Home viewing method

16. General Surveys


Variety of other purposes

17. Uses of Surveys

Collect psychographic and lifestyle data for
market segmentation

Developing consumer profiles
 Determining consumer preferences

Determining product image

Conducting price perception analysis

18. 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

19. Purchase Panel
 It is a marketing research
technique,
based on collecting purchase
information
from a continuous and
representative household
sample
regularly and continuously

20. Purchase Panel

21. Purchase Panel

22. Media Panels

Recording viewing behavior

Nielsen TV index

Use to identify prospects for
products and services based on
consumers’ viewing.

23. Media Panels

Media surveys reports;

E-commerce activity
 Domains and unique sites
 Rankings by side and category

Traffic patterns

E-commerce transactions

24. Turkey Internet Investment Reports

25. 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

26. 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

27. Electronic Scanner Services
 Data obtained by passing merchandise over a laser
scanner that reads UPC (universal product code)
from consumer purchases.

28. 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.

29. Types Of Scanner Data
 1. Volume Tracking Data
 2. Scanner Panels
 3. Scanner Panels With Cable TV

30. Volume Tracking Data
 Scanner data that provides information on
purchases by brand, size, price and flavor or
formulation.
 Supermarkets
 Outlets with electronic checkout counters

31. Scanner Panels
 Scanner data collected from panel members who
are issued an ID card allowing panel members’
purchases to be linked to their identities.

32. Scanner Panels With Cable TV
 The combination of a scanner panel with
manipulations of the advertising that is being
broadcast by cable TV companies.

33. Uses Of Scanner Data
 National volume-tracking data can be used for
tracking;
 Sales
 Prices
 Distribution
 For modeling and analyzing early warning signals.

34. 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

35. 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

36. 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

37. 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.

38. Syndicated Sources Of Secondary Data
INSTITUTIONS
RETAILERS
AUDITS
WHOLESALERS
DIRECT
INQUIRIES
INDUSTRIAL
FIRMS
CLIPPING
SERVICES
CORPORATE
REPORTS

39. 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

40. Industry Services
 Secondary data derived from industrial sources and
intended for industrial use.
 Types of data collected
 Financial
 Operating
 Employment

41. 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.

42. Thanks for listening
