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

Marketing Research 9th Edition Aaker, Kumar, Day Chapter Five Secondary Sources of Marketing Data

Marketing Research 9th Edition Aaker, Kumar, Day Data Sources Secondary Data Primary Data

Marketing Research 9th Edition Aaker, Kumar, Day Sources of Secondary Data

Marketing Research 9th Edition Aaker, Kumar, Day Uses of Secondary Data May provide enough information to resolve the problem being investigated Can be a source of new ideas that can be explored later Acts as a prerequisite to collecting primary data and can help in designing the primary data collection process Helps to define the problem and formulate hypotheses about its solution Helps in defining the population / sample / parameters of primary research Can serve as a reference base to compare validity of primary data

Marketing Research 9th Edition Aaker, Kumar, Day Benefits and Limitations of Secondary Data Low cost Less effort Less time Sometimes more accurate Sometimes 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Collected for some other purpose No control over data collection May not be accurate May not be in correct form May be outdated May not meet data requirements Assumptions have to be made Benefits Limitations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 9th Edition Aaker, Kumar, Day Internal Sources of Secondary Data Internal Records Accounting Data Sales Reports Inventory Management Customer Database

Marketing Research 9th Edition Aaker, 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 9th Edition Aaker, Kumar, Day Computer Retrievable Database Based on the Method of Storage and Retrieval of Information Based on the Type of Information Source Reference Direct from Vendors Indirect through Networks Direct from Producer Internet CD-ROM Databases On-line Databases Floppy Disc Databases Classification of Computer-retrievable Databases

Marketing Research 9th Edition Aaker, 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 9th Edition Aaker, Kumar, Day NAICS Code North American Industrial Classification System Developed to provide a consistent framework for the collection, analysis and dissemination of industrial statistics Identified by a six-digit code Sixth digit identifies subdivisions of NAICS industries that accommodate user needs in individual countries Has 20 broad sectors NAICS levelNAICS codeDescription Sector51Information Subsector513Broadcasting and telecommunications Industry group5133Telecommunications Industry51332Wireless telecommunications carriers U.S. Industry513321Paging

Marketing Research 9th Edition Aaker, 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 interests of the agency matches with ours)? How was the data collected (what is the quality of data on-hand)? What data was collected (geographic and demographic limitations)? When was the data collected (how old/obsolete is the data)? Is there consistency?

Marketing Research 9th Edition Aaker, Kumar, Day Applications of Secondary Data Demand Estimation Monitoring the Environment Segmentation and Targeting Developing a Business Intelligence System

Marketing Research 9th Edition Aaker, 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 9th Edition Aaker, Kumar, Day Applications of Secondary Data (Contd.) PRIZM CLUSTER PLUS ACORN DMI NAICS TIGER Competitor’s annual reports Press releases Segmentation and Targeting Developing a Business Intelligence System

Marketing Research 9th Edition Aaker, Kumar, Day Sources of Secondary Data for International Marketing Research Economic Data United Nations World Bank Business International Publications Euromonitor World Casts

Marketing Research 9th Edition Aaker, Kumar, Day Sources of Secondary Data for International Marketing Research (Contd.) Industry Data United Nations yearbooks U.S. Department of commerce The Economist (publication) Worldcasts Background Data Dun and Bradstreet publications (e.g., Exporter's guide) Price Waterhouse publications

Marketing Research 9th Edition Aaker, Kumar, Day Problems Associated with Secondary Data in International Research Data Accuracy Comparability of Data

Marketing Research 9th Edition Aaker, Kumar, Day Applications of Secondary Data in International Research Selecting countries or markets that merit in-depth investigation Making an initial estimate of demand potential in one or more countries using: Lead-lag Analysis Surrogate Indicators Cross-sectional Data / Barometric Procedures Econometric Forecasting Model Monitoring environmental changes