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Secondary Data In Marketing Research

Chunhua Wu

The University of British Columbia 2015-09-21 Mon

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Outline

1 Last Class Review

2 A Closer Look at Secondary Data

3 Research Using Secondary Data: Online Dating Services

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Research Approaches and Data Sources

Research Approach Purpose Research Design

Exploratory Provide insights - Focus groups

Research - In-depth interviews

Descriptive Describe market - Surveys

Research characteristics - Observations

Causal Determine cause-and-effect - Experiment

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Secondary Data Advantages (p.63-65)

■ Advantages

■ Provide background information, clarify research problem ■ Provide alternative methods for primary data research ■ Build up research credibility

■ Sampling framework

■ Provide a solution to the problem

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Secondary Data Limitations (p.65-67)

■ Limitations ■ Availability ■ Relevance ■ Accuracy ■ Sufficiency

Always check the existence of relevant, accurate secondary data that are sufficient to address the question before gathering primary data!

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Secondary Data Sources

Secondary Data Sources Government Sources Syndicated Sources

Publications Internal Data Sources

Social Media Data Sources

Other Data Sources

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Publications

■ Your secondary data quiz: use UBC library ■ IBIS World

■ Passport GMID

■ Print Measurement Bureau (PMB) ■ Statistics Canada

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Internal Data: Customer Database

■ Data structure

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Internal Data: Customer Database

■ Typical applications ■ Promotion ■ Targeting ■ Pricing decision ■ Product assortment

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Internal Data: Customer Database

■ CRM / Direct Marketing

■ RFM framework: Recency, Frequency, Monetary ■ Ultimate goal: predict profitability

■ http://www.youtube.com/embed/OYohJxp2l9k

■ Use SPSS Statistics direct marketing analysis to gain insight

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Internal Data: Web Analytics

■ Raw web log data vs. aggregate services ■ Google Analytics

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Internal Data: Web Analytics

■ Typical applications

■ Search Engine Optimization (SEO) ■ Behavioral targeting

■ Customer segmentation ■ …

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Government Data

■ A census is the procedure of systematically acquiring and recording information about the members of a given population

■ Application: market entry, etc.

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Standardized/Syndicated Data

■ IRI scanner panel data

■ Provided by Information Resources Inc.

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IRI Panel Applications

■ Typical applications

■ Customer segmentation

■ Market share and brand management ■ Promotional effectiveness

■ Pricing decision

■ Exercise

Q: sales,p: price ■ c: unit cost, 40 cents ■ Q=170100×p

■ What is the optimal price?

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Social Media Data: Customer Reviews/Feedbacks

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Customer Reviews/Feedbacks

■ Applications

■ New product development ■ Service improvement

■ UNIQLO

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Social Networks Data: User Activities

■ Application Programming Interface (API) ■ Facebook Analytics

■ http:

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A Little Bit on Privacy Issues

■ Privacy issues

■ Behavioral tracking: browser wars ■ Identity theft

■ Information in exchange for rewards: Airmiles card ■ Personal information being sold

■ PRISM

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Research Using Secondary Data: Online Dating

Services

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A Dating Platform

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Product Positioning

■ Positioning map ■ Free vs paid ■ Young vs old ■ Mass vs niche ■ Machine vs human ■ Traditional vs controversial ■ Casual vs serious

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Pricing

■ Revenue models of dating websites ■ “Free”: OkCupid

■ Ads

■ Premium: Match.com, Chemistry.com, etc

■ Membership fee

■ Communication fee

■ Viewing fee ■ Freemium: POF

■ A combination

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The Dating Process

Registration Browsing Messaging

Reply Dating Leave Out A B C D E ■ User experience?

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The Big Problem…

■ Websites’ incentives?

■ Consistent with customer needs?

■ “Dead” Profiles

■ What is the implication? ■ Chance people can reply?

■ Number of messages you should send?

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Should You Pay for Online Dating?

■ Never

■ Why you should never pay for online dating? ■ 2010-04-07 by Christian Rudder

■ Paying for dates on match.com and eHarmony is fundamentally broken ■ http://web.archive.org/web/20101006104124/http:

//blog.okcupid.com/index.php/

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Reasonable Arguments?

■ eHarmony

■ 20M users, $250M revenue (2009)

■ Membership fee: $19.95/month(one year), $29.95/month (6-month), $59.95/month

■ Subscriber turnover: 6.5 months

■ What is the real number of subscribers?

■ What is the chance that you are messaging to someone who could reply?

■ Match.com

■ Claimed profiles: 20,000,000; confirmed subscribers: 1,377,000 (6.9%)

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Reasonable Arguments?

■ Desperation feedback loop

■ Message to more people, less reply rate

■ Less reply rate, need to message to more people

■ Cost of online dating

■ Match.com 4,380 people got married a year ■ $342M revenue

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Anything Missing? – Why Still in Business

■ Member searching is non-random ■ Local market

■ Distinguish subscribers vs. non-subscribers

■ “Matching function” provided by the website ■ Recommendations

■ Algorithms, i.e. chemistry.com

■ Self selection

■ If one could easily get married in the offline channel, he is less likely to move to the online dating services

■ Try and learning

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Would “Free” Solve the Problem?

■ “Free” means reduced user experience ■ Dis-utility from ads

■ Website less motivation in enhancing user experience

■ “Free” does not necessarily solve the “dead profile” problem ■ People try and leave

■ Observation

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Bottom Line

■ Online dating is a growing, billion dollar industry

■ User experience and platform revenue interests are in conflicts

Online dating service provides would leverage user experience concerns and profitability for long-term sustainability.

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One More Thing

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Ashley Madison

Source: Almost None of the Women in the Ashley Madison Database Ever Used the Site

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Critical Thinking Question

No critical thinking question today. :) Focus on your research project!

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Punch Line

■ Secondary data sources

■ Applications for marketing research

■ Online dating services industry ■ Logic in the analysis

■ A few numbers may help deeply understand the industry ■ Criticize the arguments

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Next Class

■ Content ■ Qualitative research ■ Focus groups ■ Projective techniques ■ Readings ■ Chapter 4 ■ What’s due?

■ Critical thinking question 3

■ Bring some used magzines to class

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Problem Formulation Research Design Data Collection Data Analysis Results & Recommendation Introduction Research Process Research Approaches Secondary Data Qualitative Research Observation Measurement & Attitude Scales Sampling TBD Midterm Data Analysis Overview Hypothesis Test: Association Hypothesis Test: Means Statistical Lab Correlation and Regression Advanced Topic TBD Presentation I Presentation II

References

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