MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 1 SECONDARY MARKET RESEARCH FINDING INFORMATION ABOUT CONSUMERS, FIRMS, INDUSTRIES, AND ENVIRONMENT

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 2 Market Research Two types of market research –Secondary: Use of existing information compiled by someone else or generated from internal records (e.g., billing statements, shipping records) –Primary research: Research performed expressly to obtain information on customers and markets (e.g., surveys, experiments, focus groups) Secondary sources may not have sufficiently current and/or specific information. However, when these sources are available: –Costs are usually much lower –Information can be accessed much quickly

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 3 Primary Market Research Usually collected directly by the firm or outside market research firm Can be either exploratory (finding out issues to study in more detail) or focused on answer specific questions. Different research questions and needs call for different types of research methods Some are more direct (e.g., surveys) than others (e.g., experimentation)

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 4 Some sources of secondary data: Internal records/information system Trade journals, magazines, and newspapers –Each industry usually has one or more trade journals— publications dealing with issues specific to this industry (e.g., Women’s Wear Daily, Air Cargo World, Ice Cream Reporter) –General business publications—e.g., Wall Street Journal, Business Week, Financial Times –General newspapers and magazines may address relevant issues –Reviews in consumer magazines of relevant product categories Government documents Compilations/reports (e.g., Economist Intelligence Unit reports on specific countries) Other data bases (e.g., Hoover’s, Business & Company Resource Center)

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 5 Logging into the Crocker Library Database System, Part 1

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 6 Logging into the Crocker Library Database System, Part 2

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 7 Logging into the Crocker Library Database System, Part 3

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 8 Logging into the Crocker Library Database System, Part 4

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 9 Industry Information: Business Insights: Essentials

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 10 Industry Info on Business Insights: Essentials

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 11 Industry Reports

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 12 Firm Listings: Business Insights: Essentials

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 13 McDonald’s

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 14 Subsidiaries

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 15 Profile: McDonald’s (U.S.)

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 16 Related Industry Reports

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 17 ABI/Inform: Periodical Search for Articles

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 18 Boolean Logic

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 19 AND: Both conditions have to be true ICE CREAM AND CARBOHYDRATE

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 20 OR: One or both conditions must be true DESSERT OR SNACK

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 21 AND NOT: The first but NOT the second condition must be true PRICING AND NOT FINANCE

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 22 The Search Form Note: In specifying searches, less is often more. You should avoid extraneous words that may have synonyms.

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 23 Other Search Types Location (country or region) Product name (but not company name) NAICS code (see below) Person name (e.g., the name of a company CEO)

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 24 Search Results

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 25 Subject Terms

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 26 “Snow Balling:” Using article records to find additional relevant articles

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 27 Lexis-Nexis Academic: Another Periodical Database

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 28 Searching in Lexis-Nexis

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 29 Specifying a Lexis-Nexis Search

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 30 Google News

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 31 PsychINFO: Searching Academic Social Science Journals Access from USC’s main web site by clicking on “Academics” and then “USC Libraries.”

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 32 PsychINFO, Part II On the USC Library Homepage, click the “Databases” link.

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 33 PsychINFO, Part III On the “Databases” page, click on the “PsychINFO” link under “Quicklinks” on the right side of the screen.

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 34 PsychINFO, Part IV

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 35 WARC: Marketing Statistics, Trends, Research, and Case Studies

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 36 MarketResearch.com: Reports on Industries and Substantive Topics

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 37 MarketResearch.com: Part II

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 38 Mintel: Market Share and Product Category Information

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 39 e-Marketer: E-Commerce Studies, Statistics, and Case Studies

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 40 Finding Books The USC Libraries have the HOMER database of books However, Amazon.com may provide a more useful list: –Collaborative filtering: Comparison to what others who bought particular books bought –Expanded search algorithms to identify related topics In the second phase, HOMER can help retrieve those books we have in stock

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 41 Currency of Information Information on some topics becomes obsolete more quickly than others—e.g., –China, Russia, India, Thailand –Internet, IT –Oil, airlines (highly cyclical)

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 42 Closing Words The only way to learn these searches is actual practice For many projects, you will need to search more broadly, possibly in related industries