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					Essentials of Marketing Research
Kumar, Aaker, Day Instructor’s Presentation Slides
Essentials of Marketing Research Kumar, Aaker, Day

Chapter Five
Secondary Sources of Marketing Data
Essentials of Marketing Research Kumar, Aaker, Day

Data Sources
Secondary Data


Primary Data Collected by the researcher for solving the problem at hand.

Collected by persons other than the researcher for other purposes.

Essentials of Marketing Research

Kumar, Aaker, Day

Sources of Secondary Data
Primary data sources

•Sales/patronage results (outcomes) •Marketing activity (inputs) •Cost information •Government •Trade associations •Periodicals •Newspapers

Data Sources

Internal records

•Distributor reports and feedback •Customer feedback

Secondary data sources
Published data

Electronic

•Books •Annual reports

Printed External sources Standardized sources of marketing data Internet
Essentials of Marketing Research

•Private studies

•Store audits •Warehouse withdrawal services •Consumer purchase panels •Single source data

•Nielsen’s television index
•Starch scores •Arbitron panel
Kumar, Aaker, Day •Multimedia services

Uses of Secondary Data
 Can

solve the problem on hand all by its

own
 Can

lead to new ideas and other sources
to define the problem more clearly

 Helps  Can

help in designing the primary data collections process in defining the population / sample
Kumar, Aaker, Day

 Helps

 Can

Essentials of Marketing Research

serve as a reference base

Internal Sources of Secondary Data
Internal Records
 Accounting

Data

 Sales

Reports
Management

 Inventory

 Customer

Database incl. customer feedback

Essentials of Marketing Research

Kumar, Aaker, Day

External Sources of Secondary Data
 Published

data sources (e.g., Census, publications of various trade associations)

 Trade

directories
retrievable databases ("online" marketing research services

 Computer

databases)
 Syndicated

Essentials of Marketing Research

Kumar, Aaker, Day

Benefits and Limitations of Secondary Data
Benefits  Low cost  Less effort  Less time  Some information only from secondary sources

Limitations  Collected for other purpose  No control over data collection  Potential accuracy problem  May not be reported in required form  May be outdated  May not meet requirements
Kumar, Aaker, Day

Essentials of Marketing Research

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 demographic limitations)? (geographic and

When the data was collected (how old/obsolete is the data)?
Essentials of Marketing Research Kumar, Aaker, Day

Applications of Secondary Data
 Monitoring  Demand

the Environment

Estimation

 Segmentation
 Business

and Targeting

Intelligence System

Essentials of Marketing Research

Kumar, Aaker, 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 Indicators Data / Barometric

 Surrogate

 Cross-sectional

Procedures
 Econometric

Forecasting Model
Kumar, Aaker, Day

Essentials of Marketing Research

Population Census
Bureau of census is largest publisher of statistical data worldwide! (http://www.census.gov)

Every 10 years, ending with 0  Mail Survey to 119 million residential addresses  Population characteristics for states, counties, cities, and towns  Age, gender, race, migration, living arrangements, social and economical characteristics


Essentials of Marketing Research

Kumar, Aaker, Day

Population Census
Levels of Aggregation 1. City block 2. Block group 3. Census tract (>4000 persons) 4. Metropolitan statistical area (MSA) 5. Consolidated MSA 6. Regions

254,000 68,000 335 4

Essentials of Marketing Research

Kumar, Aaker, Day

Economic Census
 Conducted

every 5 years (years ending with

2 and 7)  Industries: agriculture, construction, manufacturing, mineral industries, retailing, services, transportation, wholesale

Essentials of Marketing Research

Kumar, Aaker, Day

SIC / NAIC Code
Standard Industrial Classification System / North American Industrial Classification
Uniform numbering systems for classifying firms  Up to 7 digits  Total economy is divided into 11 divisions


Classification
Major group Subgroup Detailed industry

SIC # Description
57 571 5712 5713 Home furniture and equipment stores Home furniture and furnishings Furniture stores Floor covering stores

Essentials of Marketing Research

Kumar, Aaker, Day

TIGER
http://tiger.census.gov/cgi-bin/mapsurfer  Topologically

Integrated Geographic Coding and Referencing  Initiated 1990  Digitized street map of entire US  Down to block level  Links topographic information to demographic data

Essentials of Marketing Research

Kumar, Aaker, Day

Sources of Secondary Data for International Marketing Research
Economic Data
 United

Nations

 World

Bank
International Publications

 Business

 Euromonitor

 World

Casts

Essentials of Marketing Research

Kumar, Aaker, Day

Sources of Secondary Data for International Marketing Research (Contd.)
Industry Data
 United

Nations yearbooks

 U.S.
 The

Department of commerce
Economist (publication) Casts

 World

Background Data
 Dun

and Bradstreet publications (e.G. Exporter's guide)

 Price

Waterhouse publications
Kumar, Aaker, Day

Essentials of Marketing Research

Growth of Standardized Sources
Factors
 Multitude

of information users having common information needs cost of satisfying individual user's need is prohibitive increasing use of scanner systems at the check out points
Essentials of Marketing Research Kumar, Aaker, Day

 When

 The


				
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posted:11/9/2009
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