This is a two-part discussion:

• Part 1: What are the differences between primary      and secondary data, and qualitative and quantitative research techniques?      What would an example of quantitative marketing data consist of?
• Part 2: Describe the concept of Customer Analytics      and how it aligns with overall marketing strategy in the current      environment.
• Main BOOK:       Chapter 4Exploratory Research Design: Secondary and Syndicated Data  Secondary and syndicated data may not address every informational need with the same specificity as custom research, but these are cost-effective ways to provide useful context, dimensionality and insight into many business issues. Shrewd use of secondary and syndicated assets then allows you to be more targeted and efficient with your custom research efforts.    AFTER READING THIS CHAPTER, THE STUDENT SHOULD BE ABLE TO:  4.1Define the nature and scope of secondary data and distinguish secondary data from primary data.4.2Analyze the advantages and disadvantages of secondary data and their uses in the various steps of the marketing research process.4.3Evaluate secondary data using specifications, error, currency, objectives, nature, and dependability criteria.4.4Describe in detail the different sources of secondary data, including internal sources and external sources in the form of business/non-government, government, and syndicated services.4.5Discuss in detail the syndicated sources of secondary data, including household/consumer data obtained via surveys, purchase and media panels, and electronic scanner services, as well as institutional data related to retailers, wholesalers, and industrial/service firms.4.6Explain the need to use multiple sources of secondary data and describe single-source data.4.7Discuss the role of big data in marketing decision making.4.8Identify and evaluate the sources of secondary data useful in international marketing research.4.9Discuss social media as a valuable source of secondary data.4.10Define the role of mobile marketing research in analyzing secondary data and in providing syndicated services.4.11Understand the ethical issues involved in the use of secondary data.                      Overview  Chapter 1 discussed the Internet as a source of marketing research information. Analysis of secondary data helps define the marketing research problem and develop an approach (Chapter 2). Before the research design for collecting primary data is formulated (Chapter 3), the researcher should analyze the relevant secondary data. In some projects, particularly those with limited budgets, research may be largely confined to the analysis of secondary data, since some routine problems may be addressed based only on secondary data.  This chapter discusses the distinction between primary and secondary data. The advantages and disadvantages of secondary data are considered and criteria for evaluating secondary data are presented, along with a classification of secondary data. Internal secondary data are described with an emphasis on customer databases, data warehouse and data mining, and customer relationship management (CRM) and database marketing. The major sources of external secondary data consist of business/nongovernment, government, and syndicated services. We consider big data and their application. The sources of secondary data useful in international marketing research are discussed. The use of social media as a source of secondary data is described and mobile marketing research pertaining to secondary and syndicated data is explained. We identify several ethical issues that arise in the use of secondary data.1  We begin by citing several examples to give you a flavor of secondary data.  Real Research Boston Market: Some Place Like Home  According to secondary data, home meal replacement (HMR) will be the family dining business of the twenty-first century. HMR is portable, high-quality food meant for takeout, and it is the fastest-growing and most significant opportunity in the food industry today. According to Nielsen’s consumer panel data (www.nielsen.com), 55 percent of respondents purchased a meal for at-home consumption several times a month. Convenience and type of food were the two most influential factors when purchasing HMR. In addition, 77 percent of the respondents preferred their meals ready to eat.    Kristoffer Tripplaar/Alamy Stock Photo  Another recent study by consultants McKinsey & Co. (www.mckinsey.com) projects that virtually all growth in food sales will come from foodservice, defined as food prepared at least partially away from home. Estimates of total HMR market size, as well as potential, vary widely. Numbers ranging from $40 billion to $150 billion have been given for the year 2020. It is the most important trend to hit the food industry since the advent of frozen food.  Most industry experts say the trend started when Boston Market (www.bostonmarket.com) came to town, attracting consumers with promises of food just like Mom used to make. Boston Market is now the HMR leader. The company constantly monitors HMR-related data available from secondary sources and uses them as inputs into its research and marketing programs. Currently, Boston Market is using these data to test new products. Such product tests being conducted include prepackaged “take and go” lunch boxes, expanded catering services, enhanced drive-through operations, call-ahead pick-up services, and signature meals.2  Real Research High Touch Goes High Tech  According to the U.S. Department of Labor, Bureau of Labor Statistics (www.bls.gov), in 2015, 44.4 percent of the American workforce was over 44 years old and the median age was 42.3. The percentage of older Americans in the workforce was expected to increase further by 2020. There will also be a decline in the number of young (age 16–24) workers available to fill entry-level positions. This potential shortage of young workers has caused many fast-food restaurants to switch from a “high touch” to a “high tech” service orientation. Consumers now perform many of the services formerly rendered by workers by using high-tech equipment. The use of touch screen kiosks is becoming a popular trend that provides a new avenue to cut labor costs and increase customer service. Fast-food companies that are deploying this new technology include Taco Bell, Arby’s, and Pizza Hut.3  As these examples illustrate, research and consulting firms (Nielsen, McKinsey & Co.) and government departments (U.S. Department of Labor) are only a few of the sources from which secondary data may be obtained. The nature and role of secondary data become clear when we understand the distinction between primary and secondary data.      Chapter 5Exploratory Research Design: Qualitative Research  The power of qualitative research is its unique ability to bring brands closer to consumers, despite the often messy, and inconsistent, ways of the human heart and mind. The rich ways we’re able to explore why people think what they do and make the decisions they make has propelled qualitative forward as a go-to method for many brands.  Kendall Nash, Vice President, Senior Qualitative Consultant Burke, Inc.    Courtesy of Kendall Nash  Objectives  AFTER READING THIS CHAPTER, THE STUDENT SHOULD BE ABLE TO:  5.1Explain the difference between qualitative and quantitative research in terms of the objectives, sampling, data collection and analysis, and outcomes.5.2Understand the various forms of qualitative research, including direct procedures such as focus groups and depth interviews, and indirect methods such as projective techniques.5.3Describe focus groups in detail, with emphasis on planning and conducting focus groups and their advantages, disadvantages, and applications.5.4Describe depth interview techniques in detail, citing their advantages, disadvantages, and applications.5.5Explain projective techniques in detail and compare association, completion, construction, and expressive techniques.5.6Discuss the considerations involved in conducting qualitative research in an international setting.5.7Describe the use of social media in obtaining and analyzing qualitative data.5.8Explain how qualitative research is conducted in mobile marketing research.5.9Understand the ethical issues involved in conducting qualitative research.5.10Discuss the use of the Internet and computers in obtaining and analyzing qualitative data.                    Overview  Like secondary data analysis (see Chapter 4), qualitative research is a major methodology used in exploratory research (Chapter 3). Researchers undertake qualitative research to define the problem or develop an approach (Chapter 2). In developing an approach, qualitative research is often used for generating hypotheses and identifying variables that should be included in the research. In cases where conclusive or quantitative research is not done, qualitative research and secondary data comprise the major part of the research project. This is the case in many business-to-business marketing research projects. In this chapter, we discuss the differences between qualitative and quantitative research and the role of each in the marketing research project. We present a classification of qualitative research and cover the major techniques, focus groups and depth interviews, in detail. We also consider the indirect procedures, called projective techniques, with emphasis on association, completion, construction, and expressive techniques. The analysis of qualitative data is explained in some detail. The considerations involved in conducting qualitative research when researching international markets and the use of social media are discussed. The appropriateness of mobile marketing research (MMR) for focus groups, depth interviews, and projective techniques is considered. Several ethical issues that arise in qualitative research are identified. The chapter also discusses the use of the Internet and computers in qualitative research. The following examples give the flavor of qualitative research and its applications in marketing research.  Real Research “Show and Tell” Focus Groups Tell “Baby-Boomer” Values  Baby boomers are a large consumer target for many products, and “show and tell” focus groups are providing the needed insight into the core values these boomers hold close to their hearts.  The show and tell focus groups work in this manner. Participants are asked to bring in three or four items that represent their ideal environment. The items can be pictures or souvenirs; it does not matter as long as the participants are able to explain why they chose the items and how they fit into their ideal environment. Examples might include a father bringing in a good-luck fishing lure that his father gave to his grandchildren as a present or an elementary teacher bringing a copy of the book she has finally decided to write. Group discussion is then centered around these items. What qualitative research has uncovered about the baby boomers can be described by five specific themes:  Quality family life is a major concern. The ability to have a positive impact on the lives of their children is extremely important, as is a tight-knit family unit that is supportive of each other. The home is very important.Long-term friendships help round out their identity outside of the workplace and home. Keeping in touch with friends is an integral element of the boomer lifestyle.Taking the time to get away from the hassles of everyday life in the form of “getaway vacations” with family and friends helps to maintain firm understanding of what is important in life and recharge dying batteries.Spiritual and physical fitness is important in leading a full, well-balanced life.There is no such thing as a midlife crisis. Life is too short to dwell on successes or failures.            Zoran Karapancev/Shutterstock  This type of research is invaluable in designing advertising and promotional campaigns. It provides the necessary foundation for appealing to those values that are most important to the boomers and to those values that are most likely to stimulate their buying behavior. For example, the 2017 Honda Pilot SUV was marketed with the tagline “The Modern Family SUV.” Honda emphasized both the exterior and interior features of the vehicle, so you can rough it in the middle of nowhere and still enjoy some of the comforts of home.1  Real Research Feelings, Nothing More Than Feelings  Qualitative research in the form of focus groups and individual depth interviews is used to discover what sensory feelings are important for customers. Such feelings cannot be uncovered by quantitative research. Depth interviews are conducted one-on-one and allow extensive probing of each respondent. Thus, it is possible to uncover underlying feelings (as well as values, beliefs, and attitudes). Several examples show how identifying consumers’ sensory feelings are crucial in designing products.  FORD: Ford (www.ford.com) decided to redesign one of its Taurus models by remodeling the dashboard buttons and the rear fenders and changing the door latches. However, there was a problem with the sound when somebody closed the door. It sounded weird. The latch made two thumps, which gave the impression to the user that something was wrong, even if there was no problem at all. Although consumers may not be aware of their own perceptions, they are very sensitive to the sounds a car makes.WHIRLPOOL: Whereas one might think that the perfect product would not make any noise, the case of Whirlpool (www.whirlpool.com) denies it. Whirlpool launched a new refrigerator, a quieter one. However, customers called the company to complain about “the softer, water-gurgling sounds” of the model. People had the impression that the new refrigerator was the noisiest they had ever heard when it was actually the quietest ever manufactured.ESTÉE LAUDER: The cosmetics industry provides a lot of examples of qualitative research because cosmetic is an intimate product. For example, Estée Lauder (www.esteelauder.com) changed the shape of its blue compact to have greater appeal to the customer. The shape was redesigned by rounding the edges to make it softer and thus create a link with the round shape of a woman’s body.2      These examples illustrate the rich insights into the underlying behavior of consumers that can be obtained by using qualitative procedures.Chapter 7   AFTER READING THIS CHAPTER, THE STUDENT SHOULD BE ABLE TO:  Explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality.Define and differentiate the two types of validity: internal validity and external validity.Discuss the various extraneous variables that can affect the validity of results obtained through experimentation and explain how the researcher can control extraneous variables.Describe and evaluate experimental designs and the differences among preexperimental, true experimental, quasi-experimental, and statistical designs.Compare and contrast the use of laboratory versus field experimentation and experimental versus nonexperimental designs in marketing research.Describe test marketing and explain why it is an application of experimentation.Understand why the internal and external validity of field experiments conducted overseas is generally lower than in the United States.Describe how social media facilitate causal research.Elucidate the implementation of experimental designs in mobile marketing research.Describe the ethical issues involved in conducting causal research and the role of debriefing in addressing some of these issues.                      Overview    We introduced causal designs in Chapter 3, where we discussed their relationship to exploratory and descriptive designs and defined experimentation as the primary method employed in causal designs. This chapter explores the concept of causality further. We identify the necessary conditions for causality, examine the role of validity in experimentation, and consider the extraneous variables and procedures for controlling them. We present a classification of experimental designs and consider specific designs, along with the relative merits of laboratory and field experiments. An application in the area of test marketing is discussed. The considerations involved in conducting experimental research when researching international markets, when using social media, and when conducting mobile marketing research are discussed. Several ethical issues that arise in experimentation are identified.    Real Research It’s in the Bag    LeSportsac, Inc. (www.lesportsac.com) filed a suit against Kmart Corporation (www.kmart.com) after Kmart introduced a “di Paris sac” line of bags, which LeSportsac claimed looked like its bags. According to LeSportsac, Kmart led consumers to believe that they were purchasing LeSportsac bags when they were not. To prove its point, LeSportsac undertook causal research.  Two groups of women were selected. One group was shown two LeSportsac lightweight soft-sided bags from which all tags were removed and all words and designs were printed over within the distinctive LeSportsac ovals. The second group of women was shown two “di Paris sac” bags with the brand name visible and bearing the tags and labels these bags carry in Kmart stores. Information was obtained from both groups of women to learn whether these women perceived a single company or source and/or brand identification of the masked bags, what identifications they made, if any, and the reasons they gave for doing so. The sample consisted of 200 women in each group selected by mall-intercept interviews conducted in Chicago, Los Angeles, and New York. Rather than utilizing a probability sample, the respondents were selected in accordance with age quotas.  The study indicated that many consumers could not distinguish the origin of the two makes of bags, supporting the position of LeSportsac. This experiment helped LeSportsac convince the court of appeals to affirm the issuance of an injunction against Kmart. Kmart agreed to stop selling its “di Paris sac.” LeSportsac was founded in 1974 and, as of 2018, the company had a strong presence around the globe, offering an accessible line of handbags, travel totes, messenger bags, backpacks, and accessories.1        RosaIreneBetancourt 1/Alamy Stock Photo    Real Research POP Buys    Rite Aid Drug Co. (www.riteaid.com) conducted an experiment to examine the effectiveness of in-store radio advertisements to induce point-of-purchase (POP) buys. Twenty statistically compatible drugstores were selected based on store size, geographical location, traffic flow count, and age. Half of these were randomly selected as test stores, whereas the other half served as control stores. The test stores aired the radio advertisements, whereas the control stores’ POP radio systems were removed. Tracking data in the form of unit volume and dollar sales were obtained for seven days before the experiment, during the course of the four-week experiment, and seven days after the experiment. The products monitored varied from inexpensive items to small kitchen appliances. Results indicated that sales of the advertised products in the test stores at least doubled. Based on this evidence, Rite Aid concluded that in-store radio advertising was highly effective in inducing POP buys and decided to continue it.  Shop! reported a study to determine the effectiveness of POP advertising. The study found that only 30 percent of drugstore shoppers read retailer advertisements, picked up an in-store circular, or arrived at the store with a shopping list. However, 34 percent of shoppers questioned after leaving the store could recall seeing or hearing advertisements or announcements made inside the store. Anheuser-Busch, Pepsi, Frito-Lay, Pfizer, Procter & Gamble, and Ralston-Purina sponsored this study. All these companies sell products that can benefit from point-of-purchase advertising and based on these results decided to increase their POP promotional budgets.  Shop! (www.shopassociation.org) is the global nonprofit trade association dedicated to enhancing retail environments and experiences. As of 2018, Shop! represented more than 2,000 member companies worldwide and provided value to the global retail marketplace through its leadership in research, design, build, marketing, and evaluation. Shop! was formed on October 2, 2015, when A.R.E. merged with Point of Purchase Advertising International (POPAI).2
• Now these are some articles Murphy, J. W., & Schlaerth, C. A. (2010). WHERE ARE YOUR DATA? A CRITIQUE OF SECONDARY DATA ANALYSIS IN SOCIOLOGICAL RESEARCH. Humanity & Society, 34(4), 379-390. https://0624nuuh5-mp03-y-https-doi-org.prx-keiser.lirn.net/10.1177/016059761003400405Cowton, C. J. (1998). The use of secondary data in business ethics research: JBE. Journal of Business Ethics, 17(4), 423-434. https://0624nuuh5-mp03-y-https-www-proquest-com.prx-keiser.lirn.net/scholarly-journals/use-secondary-data-business-ethics-research/docview/198022995/se-2?accountid=35796Powell, T. (1991). Despite Myths, Secondary Research Is Valuable Tool. Marketing News, 25(18), 28. https://0624nuuh5-mp03-y-https-www-proquest-com.prx-keiser.lirn.net/trade-journals/despite-myths-secondary-research-is-valuable-tool/docview/216413064/se-2?accountid=35796Davidson, E., Edwards, R., Jamieson, L., & Weller, S. (2019). Big data, qualitative style: a breadth-and-depth method for working with large amounts of secondary qualitative data. Quality and Quantity, 53(1), 363-376. https://0624nuuh5-mp03-y-https-doi-org.prx-keiser.lirn.net/10.1007/s11135-018-0757-yFielding, N. (2000). The Shared Fate of Two Innovations in Qualitative Methodology: The Relationship of Qualitative Software and Secondary Analysis of Archived Qualitative Data. Forum : Qualitative Social Research, 1(3) https://0624nuuh5-mp03-y-https-www-proquest-com.prx-keiser.lirn.net/scholarly-journals/shared-fate-two-innovations-qualitative/docview/867756425/se-2Sherif, V. (2018). Evaluating Preexisting Qualitative Research Data for Secondary Analysis. Forum : Qualitative Social Research, 19(2)https://0624nuuh5-mp03-y-https-doi-org.prx-keiser.lirn.net/10.17169/fqs-19.2.2821Chatfield, S. L. (2020). Recommendations for Secondary Analysis of Qualitative Data. The Qualitative Report, 25(3), 833-842,833A. https://0624nuuh5-mp03-y-https-www-proquest-com.prx-keiser.lirn.net/scholarly-journals/recommendations-secondary-analysis-