1. + Chapter 4 (Cont’d) How do marketers gather data?

2. + Any guesses? Women shoppers were observed reading the labels on packages of products that they then bought. Time spent reading labels varied according to the product. Any guesses as to how much time women spent on reading the labels on the following products? Facial cleaners Moisturizers Hand and body soap Shower gel Sun care Acne medication

3. + Secondary Data Secondary data is marketing research information that has been collected and published by others What do marketers do with secondary data? They search for the information they are looking for, analyze it, and then interpret it It is usually less expensive to conduct than primary research Businesses use secondary data to help develop its marketing strategy

4. + Sources of Secondary Data Books Periodicals (magazines, newspapers, journals, reports) Indexes and databases The Internet Consultants Marketing-Research Professionals

5. + Primary Data Primary data: is unanalyzed, current information collected by a researcher for a specific purpose. Two types of primary research: Qualitative: measure’s people’s reactions, responses, or feelings Quantitative: collecting data by surveying a representative sample of a target market population

6. + Primary Data Techniques Test marketing: to collect data on how well their product will sell, marketers produce a limited quantity of the product and introduce it into “test markets” Internal information sources: these include sales records, inventory records, advertising and promotional records, production records, etc. Surveys: carefully planned questions Random sampling: researchers using a survey to collect data from a target market must survey a random sample Observation: recording the actions of a person Focus group interviews: s small group of people brought together to discuss a product or problem

7. + Gathering Data Worksheet Refer to the course website for the “Travels Inc.” Worksheet