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[CHAPTER 3] SECONDARY DATA, LITERATURE REVIEWS, AND HYPOTHESES (Internal…
[CHAPTER 3]
SECONDARY DATA, LITERATURE REVIEWS, AND HYPOTHESES
Value of Secondary Data and Literature Reviews
Nature, Scope, and Role of Secondary Data
Secondary data:
Data not gathered for the immediate study at hand but for some other purpose
Interal secondary data:
Data collected by the individual company for accounting purposes or marketing activity reports
External secondary data:
Data collected by outside agencies such as the federal government, trade associations, or periodicals
Conducting a Literature Review
Literature review:
A comprehensive examination of available information that is related to your research topic
Can suggest research hypotheses to investigate
Can identify scales to measure variables and research methodologies that have been used successfully to study similar topics
Can help clarify and define the research problem and research questions
Evaluating Secondary Data Sources
The criteria used to evaluate secondary data are:
Consistency
Credibility (uy tín)
Accuracy
Methodology
Purpose
Bias
Key Descriptive Variables Sought in Secondary Data Research
Demographics (nhân khẩu học)
Employment Characterristic
Economic Data
Competitive Characteristics
Supply Characteristic
Regulations
International Market Characteristics
Internal and External Sources of Secondary Data
Internal Sources of Secondary Data
Internal secondary data consists of: sales, accounting, or cost information
Common Sources of Internal Secondary Data
Sales activity reports
Sales invoices (hóa đơn bán hàng)
Quarterly sales reports
Account receivable reports
External Sources of Secondary Data
Government sources
Completeness
Detail
Consistency
North American Industry Classification System (NAICS)
Scholarly sources
Commercial sources-Syndicated Data
Syndicated (or commercial) Data:
Data that have been compiled according to some standardized procedure; provides customized data for companies, such as market share, ad effectiveness, and sales tracking
Consumer panels:
Large samples of households that provide specific, detailed data on purchase behavior for an extended period of time
Media panels:
Similar to consumer panels but the information focuses on media usgae behavior
Store audits:
Formal examination and verification of how much of a particular product or brands has been sold at the retail level
Popular sources
Newspaper, magazine
Internet
Blogs
Synthesizing Secondary Research for the Literature Review
Divergent perspectives and findings need to be included
-Differences between findings of studies include estimates of descriptive data
Three major causes of discrepancies in online retail estimates:
-Inclusion (or not) of travel spending
-Methodological differences
-Some degree of sampling error
Developing a Conceptual Model
Literature reviews can help conceptualize a model that summarizes the relationships you hope to predict
Elements required to conceptualize and test a model:
-
Variables
An observable item that is used as a measure on a questionnaire
-
Constructs
An unobservable concept that is measured by a group of related variables
-
Relationships
Associations between two or more variables
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Independent Variable
The variable or construct that predicts or explains the outcome variable of interest
-
Dependent Variable
The variable or construct researchers are seeking to explain