1. Marketing Research1 Secondary Data Chapter 7

2. Marketing Research2 Secondary Data Information that has already been collected for another purpose.

3. Marketing Research3 Classifying Secondary Data Internal –Collected within your firm –Sales, personnel turnover, profit record, etc. External –Collected outside the firm –Three types Published: –For public use –From gov’t, nonprofits, trade orgs, companies Standardized/Syndicated –Standardized reports –Usually subscription basis Databases –Bank of information –E.g. Proquest, LexisNexis, Dialog

4. Marketing Research4 Advantages Quick Easy access Free or relatively inexpensive Avoid “reinventing the wheel”

5. Marketing Research5 Disadvantages Not exactly what you need –e.g. income per household instead of per person May be old –Takes time to get collected and posted Difficult to assess quality –Poorly gathered research worse than none at all Definitions/constructs may vary –E.g. categories of charitable donations

6. Marketing Research6 Purposes and Uses Fact finding –Demographics, product use, trend analysis, market tracking, environmental scanning Model building –Relationships between variables –Market potential, sales forecasts Data mining –Computer driven analysis of large databases seeking meaningful patterns –Market basket analysis, sequence analysis

7. Marketing Research7 Evaluating Data Quality What was the purpose of the study? Who collected the data? What data were collected? How? Does it fit with other findings?

8. Marketing Research8 Standardized Data Two kinds: –Syndicated: all subscribers get same info Pros: cheaper, quicker, higher quality than own Cons: no control, no advantage, contracts –Standardized services: researcher follows same process but data varies by firm Pros: cheaper, quicker, higher quality than own, more custom than syndicated Cons: can’t customize

9. Marketing Research9 Applications of Standardized Data Assess consumer attitudes Define markets –Grouping businesses: NAICS (SIC) business classification scheme –Geodemographics (geog + demog + psych) –Grouping consumers (Goldfarb; VALS2) Track market variables –Store scanner data –Home diaries, scanners Monitor media use/effectiveness –Nielsen, Arbitron, Roper Starch, Simmons Single source data –Media + purchases

10. Marketing Research10 Some Valuable Secondary Resources SecondaryData.com LexisNexis: –subscription-based Proquest: access from library homepage –variety of databases including ABI Inform Statistics Canada: –http://www.statcan.ca/

11. Marketing Research11 The End