Syndicated Services

Résumé du document

A Syndicated Sources of Secondary Data is information from a common data base offered by a marketing research organization to different firms and organizations which suscribe to the service offered by the marketing research company. As many organizations subscribe to a service, the cost for each firm is much lower, being shared among the various suscribers. Syndicated data providers specialize in particular services, which means that the quality of the data obtained and because of specialized techniques, the speed at which information available to suscribers exceeds anything that any individual firm could obtain.

Extraits

[...] For other market tracking services see pages 191-194 Burns and Bush. c ) Market Tracking using Consumer Household Panels There are two distinct data collection methods employed here scanner data either in the retail outlet and attached to a unique identifying code for the panel member, or the use of hand held at home scanner devices. Special diaries for recording purchases which the panel member completes. Geodemographics for Market Segmentation The idea of market segmentation is that one can identify a number of separable groupings of individuals or consumers who, within a particular group, are similar with respect to certain attributes such as income, age, lifestyle etc. [...]

[...] Single Source Data This uses Household Panel data to monitor panel members' exposure to promotions and advertising and attempts to relate such exposure to panel members purchasing behaviour. While scanner based retail audits can rapidly track product movement, such data cannot indicate who is buying particular brands, unless purchases can be identified by customer loyalty cards or panel membership cards. This latter type of service is provided by BehaviourScan. (See page 198Burns and Bush). However Single-Source data goes a step further by also recording the TV viewing habits of panel members. This permits the effectiveness of store promotions and TV advertising to be evaluated. [...]

[...] Individual organizations pay the marketing research company to have questions included on issues of concern to the organizations. The advantage to the individual organizations is that they need not fund the cost of conducting an entire survey 1 Consumer Attitude Surveys These are large sample surveys either on social, political and economic issues or on specialized topics, such as financial services, or aspects of the media. Detailed results are offered by the marketing research company to interested organizations on a fee basis. [...]

[...] The Logic of Geodemographics It is possible, commencing with census data, but using additional information from local authorities, service providers such as electricity and phone companies, from lending agencies and other sources, to accumulate data bases describing the demographic, economic and social characteristics of entire countries or particular regions of countries. Using statistical procedures based on Cluster Analysis it is possible to classify households into groups with distinctive characteristics. One can then build a profile of any geographical area indicating the percentage of households of each type in the area. Syndicated Services on Media Usage (see pages 194-197 Burns and Bush) In Ireland the most familiar example of this is TAM (television audience measurement) ratings conducted by ACNeilsen on behalf of RTE and the Institute of Advertising Practitioners. [...]

[...] Syndicated data providers can specialize in particular services, which can mean that the quality of the data obtained and because of specialized techniques, the speed at which information can be available to subscribers exceeds anything that any individual firm could obtain Disadvantages of Syndicated Services With the exception of Omnibus Surveys, each subscribing firm has no control over the precise character of the information supplied. This can mean that information important to a particular firm is unavailable. Syndicated data services can be expensive and usually require the subscribing firm to “sign for several months (iii) the information provided can be available to a firm's competitors. Types of Syndicated Services 1. Measurement of Consumer Attitudes and other Survey based Services 2. Market Tracking 3. Defining Market Segments 4. [...]