Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides

Chapter Five Secondary Sources of Marketing Data

© Marketing Research 7th EditionAaker, Kumar, Day Data Sources Secondary Data Primary Data

© Marketing Research 7th EditionAaker, Kumar, Day DATA SOURCES SECONDARY DATA SOURCES PRIMARY DATA SOURCES INTERNAL RECORDS EXTERNAL SOURCES PUBLISHED DATA STANDARDIZED SOURCES OF MARKETING DATA INTERNET ELECTRONIC PRINTED STORE AUDITS WAREHOUSE WITHDRAWAL SERVICES CONSUMER PURCHASE PANELS SINGLE SOURCE DATA NIELSEN’S TELEVISION INDEX STARCH SCORES ARBITRON PANEL MULTIMEDIA SERVICES SALES/PATRONAGE RESULTS ( OUTCOMES ) MARKETING ACTIVITY ( INPUTS ) COST INFORMATION DISTRIBUTOR REPORTS AND FEEDBACK CUSTOMER FEEDBACK GOVERNMENT TRADE ASSOCIATIONS PERIODICALS NEWSPAPERS BOOKS ANNUAL REPORTS PRIVATE STUDIES Sources of Secondary Data

© Marketing Research 7th EditionAaker, Kumar, Day Uses of Secondary Data Can solve the problem on hand all by its own Can lead to new ideas and other sources Helps to define the problem more clearly Can help in designing the primary data collections process Helps in defining the population / sample Can serve as a reference base

© Marketing Research 7th EditionAaker, Kumar, Day Benefits and Limitations of Secondary Data Low cost Less effort Less time At times, more accurate At times, only way to obtain data Collected for some other purpose No control over data collection May not be accurate May not be in correct form May be outdated May not meet data requirements Assumptions have to be made Benefits Limitations

© Marketing Research 7th EditionAaker, Kumar, Day Internal Sources of Secondary Data Internal Records Accounting Data Sales Reports Inventory Management Customer Database

© Marketing Research 7th EditionAaker, Kumar, Day External Sources of Secondary Data Published data sources (e.G., Census, publications of various trade associations) Trade directories Computer retrievable databases ("online" databases)

© Marketing Research 7th EditionAaker, Kumar, Day Computer Retrievable Database Based on the Method of Storage and Retrieval of Information Based on the Type of Information SourceReferenceOn-line Databases CD-ROM Databases Floppy Disc Databases Indirect through Networks Direct from Producer Direct from Vendors Internet

© Marketing Research 7th EditionAaker, Kumar, Day Computer-Retrievable Methods Scope of information available Speed of information access and retrieval Commercially available search procedures provide considerable flexibility and efficiency Rely solely on the accuracy of the abstract author Depend on the journal and article selection policy of the database producer Might miss important information, or retrieve a lot of irrelevant data if searching by “keyword” LimitationsAdvantages

© Marketing Research 7th EditionAaker, Kumar, Day Sources of Secondary Data for International Marketing Research Economic Data United Nations World Bank Business International Publications Euromonitor World Casts

© Marketing Research 7th EditionAaker, Kumar, Day Sources of Secondary Data for International Marketing Research (Contd.) Industry Data United Nations yearbooks U.S. Department of commerce The Economist (publication) World Casts Background Data Dun and Bradstreet publications (e.G. Exporter's guide) Price Waterhouse publications

© Marketing Research 7th EditionAaker, Kumar, Day Appraising Secondary Sources Factors to Be Considered: Who has collected the data (did they have adequate resources)? Why was the data collected (how the interests of agency match with ours)? How the data was collected (to determine the quality of data on-hand)? What data was collected (geographic and demographic limitations)? When the data was collected (how old/obsolete is the data)?

© Marketing Research 7th EditionAaker, Kumar, Day Applications of Secondary Data Monitoring the Environment Demand Estimation

© Marketing Research 7th EditionAaker, Kumar, Day Applications of Secondary Data (Contd.) Census data Standard Industrial Classification (SIC) Trade association data Experts and authorities Press releases Legislation and laws Industry news Business and practitioner literature, such as magazines Demand EstimationMonitoring the Environment

© Marketing Research 7th EditionAaker, Kumar, Day Applications of Secondary Data (Contd.) PRIZM CLUSTER PLUS ACORN DMI SIC TIGER Competitor’s annual reports Press releases Segmentation and TargetingDeveloping a Business Intelligence System

© Marketing Research 7th EditionAaker, Kumar, Day Problems Associated with Secondary Data in International Research Data Accuracy Comparability of Data

© Marketing Research 7th EditionAaker, Kumar, Day Applications of Secondary Data in International Research There Are Four Types of Data Analysis Useful in Demand Estimation in International Markets Lead-lag Analysis Surrogate Indicators Cross-sectional Data / Barometric Procedures Econometric Forecasting Model

© Marketing Research 7th EditionAaker, Kumar, Day Growth of Standardized Sources Factors Multitude of information users having common information needs When cost of satisfying individual user's need is prohibitive The increasing use of scanner systems at the check out points