Marketing Research Eighth Edition Instructor s Presentation Slides
Chapter Five Secondary Sources of Marketing Data
Secondary Data Primary Data Data Sources
PRIMARY DATA SOURCES INTERNAL RECORDS SALES/PATRONAGE RESULTS ( OUTCOMES ) MARKETING ACTIVITY ( INPUTS ) COST INFORMATION DISTRIBUTOR REPORTS AND FEEDBACK CUSTOMER FEEDBACK DATA SOURCES ELECTRONIC SECONDARY DATA SOURCES PUBLISHED DATA PRINTED GOVERNMENT TRADE ASSOCIATIONS PERIODICALS NEWSPAPERS BOOKS ANNUAL REPORTS PRIVATE STUDIES Sources of Secondary Data EXTERNAL SOURCES STANDARDIZED SOURCES OF MARKETING DATA STORE AUDITS WAREHOUSE WITHDRAWAL SERVICES CONSUMER PURCHASE PANELS SINGLE SOURCE DATA NIELSEN S TELEVISION INDEX STARCH SCORES ARBITRON PANEL MULTIMEDIA SERVICES INTERNET
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
Benefits and Limitations of Secondary Data Benefits Limitations 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Collected for some other purpose No control over data collection May not be accurate May not be in correct form May be outdated May not meet data requirements Assumptions have to be made
Internal Sources of Secondary Data Internal Records Accounting Data Sales Reports Inventory Management Customer Database
External Sources of Secondary Data Published data sources (e.g., Census, publications of various trade associations) Trade directories Computer retrievable databases ("online" databases)
Computer Retrievable Database Based on the Method of Storage and Retrieval of Information Based on the Type of Information On-line Databases CD-ROM Databases Floppy Disc Databases Source Reference Internet Direct from Vendors Direct from Producer Indirect through Networks
Computer-Retrievable Methods Advantages Scope of information available Speed of information access and retrieval Commercially available search procedures provide considerable flexibility and efficiency Limitations 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
Sources of Secondary Data for International Marketing Research Economic Data United Nations World Bank Business International Publications Euromonitor World Casts
Sources of Secondary Data for International Marketing Research Industry Data United Nations yearbooks (Contd.) U.S. Department of commerce The Economist (publication) World Casts Background Data Dun and Bradstreet publications (e.g. Exporter's guide) Price Waterhouse publications
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 SIC # Description Major group 57 Home furniture and equipment stores Subgroup 571 Home furniture and furnishings Detailed industry 5712 Furniture stores 5713 Floor covering stores
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 onhand)? What data was collected (geographic and demographic limitations)? When the data was collected (how old/obsolete is the data)?
Applications of Secondary Data Monitoring the Environment Demand Estimation
Applications of Secondary Data (Contd.) Demand Estimation Monitoring the Environment 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
Applications of Secondary Data (Contd.) Segmentation and Targeting Developing a Business Intelligence System PRIZM CLUSTER PLUS ACORN DMI SIC TIGER Competitor s annual reports Press releases
Problems Associated with Secondary Data in International Research Data Accuracy Comparability of Data
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
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