Deck 7: Using External Secondary Data

Question 1

What is the purpose of geodemography

Answer 1

Geodemography is a term used to refer the availability of the data by the usually small geographic boundaries and that data should contain information about the demographics, consumer behavior, and life-style.The purpose of Geodemography, conducted by the geodemographers, is written below:
1. It combines the census data with the survey data or the data which is gathered from some other sources such as registrations of motor vehicles or credit transactions. This is done by the geodemographers in order to produce customized products for their clients.
2. It combines various kinds of data with the geographic data by making use of software such as mapping software. This mapping software is called as "geographic information system" which permits a user to draw a map which will show average data for the region. It can further be used to get the details about any particular town.
3. It requires updating the census data by making use of statistical extrapolation which can be further used with much more confidence during the years between the censuses.

Question 2

Find recent information about the top web sites and compare it to the information in Exhibit 7.7.

Answer 2

Not Answer

Question 3

Given that companies know their revenues, why do they also need standardized information about product sales and market share

Answer 3

The standardized information is used for profiling the customers, measuring the share of the market and the sales of the products, as well as, measuring exposure and efficacy of advertising.
The standardized data provides very specific required information which cannot be obtained from published sources. The standardized information about the product sales and market share is needed even when the companies know their revenues because it enables uniformity, consistency and flexibility of operations.
The standardized information also provides way to clearly determine market shares, sales of the products by cost reduction, quality control, encouragement to innovative ideas, and, reduction in time for products to reach the market.

Question 4

How does a diary panel work

Question 5

Why can the effect of scanners on standardized marketing information be described as "profound"

Question 6

How are people meters used to assess television viewership

Question 7

How might a company assess the success of its online advertising

Question 8

What are cross-platform services Why might they be important

Question 9

What is single-source data

Question 10

Several scenarios are presented below. In each case, there is a need for standardized marketing information. Recommend a service or services that could provide the required information. Explain your choice.
a. As part of its advertising-sales strategy, radio KZZD wants to stress the fact that its programming appeals to young adults between the ages of 19 and 25. The advertising salespeople need "numbers" to back up this claim.
b. Pulitzer Peanut Company has developed a unique sales promotion and television ad campaign for its 36-ounce container of Spanish peanuts. It needs to know the following in order to evaluate the campaign:
1. Are people more likely to use a coupon when they've also seen the television ad
2. What is the median size of the households using a coupon
3. What is the proportion of new purchasers to past purchasers among the users of a coupon
c. EMM Advertising Agency assured one of its clients that despite the $200,000 cost of placing a half-page ad in one issue of a national magazine, the actual cost per reader of the ad would be less than two cents. EMM is preparing a report to the client and needs data to back its assurance.
d. Eco-Soft, Inc. is introducing a software package that will make long-range forecasts of contaminant buildup levels in plants that manufacture polyester fibers. It needs a current listing of potential customers organized by plant sales volume in order to prioritize its sales calls for the new package.
e. The advertising agency for a leading brand of disposable razors for men needs to choose which network television shows might be best for its ads.
f. A mid-sized online retailer recently began using banner ads on various web sites to drive traffic to its own site and now wants to gauge the effectiveness of its campaign.
g. A leading television network wants to demonstrate to one of the companies that advertises on the network that people who watch the company's ads actually buy more of the company's products.

Question 11

Why should researchers look for published sources of secondary data before searching for standardized marketing information

Question 12

Interview representatives of your local media outlets (e.g., radio stations, television stations, and newspapers) and determine the extent to which they utilize sources of standardized marketing information. You may want to use the following questions as a guideline for your interviews.
a. Which sources do they use
b. What specific types of information do they obtain from the source
c. How do they use the information
d. How important is the information in how they do business
e. How do they rate the accuracy of the information
f. Do they supplement the standardized information with locally collected primary data

Question 13

What is "standardized" about standardized marketing information

Question 14

Using published secondary data, develop a profile of the companies in an industry of your choice. (If you need assistance, don't forget to contact a reference librarian.)

Question 15

What does it mean to "profile" customers or prospects Why would a company need this information

Question 16

What are the NAICS codes associated with the industry you investigated in the previous question