1. Market Research:
Types of Data

2. What is Market Research?
Market research is the collection, analysis, and interpretation of information used to develop a marketing strategy or to solve a marketing problem
This research provides hard data (information based on supportable fact)

3. What isn’t Market Research?
Asking your friends or relatives what they think of your idea
Not systematic
Minimal analysis
Very limited amount of data

4. Who does Market Research?
Marketing research firms are hired to collect, analyze, and interpret the data that is relevant to a specific business’s marketing effort
These companies work with two types of information:
Secondary data
Primary data

5. Primary Data
Unanalyzed, current information collected by a researcher for a specific purpose
Pros vs. Cons
More on this later...

6. Secondary Data Information collected and published by others
Secondary Research:
searching for secondary data, then analyzing and interpreting it
Pros vs. Cons

7. What kind of Data? Recall friday’s class: Conduct a Survey
Conduct a Focus Group
Purchase Data from a Research Firm
Hire Consulting Firm
Watch the media

8. Sources of Secondary Data
Books
Periodicals
Indexes
Databases
Internet
Consultants
Market Research Professionals

9. Books

10. Periodicals

11. Indexes and Databases CanCorp
provides financial and management information extracted from the corporate documents of over 13,000 Canadian companies

12. Internet Search Engines Listservs Problems with info from web?
Problems with info from web?

13. Consultants

14. Market Research Professionals

15. Review What are 5 sources of secondary data?
Why is secondary data useful as a marketing research tool?
What are its limitations?

16. Article What service does GutCheck offer?
What kind of research does it specialize in?
What kind of research is it not geared towards?
What is a focus group?
What demographic aspects can the user select for participants with GutCheck?