Collecting Secondary Data

1
Collecting Secondary Data

• Chapter 4

2
Primary v. Secondary Research

• Primary Data
• Advantages
• Disadvantages
• Secondary Data
• Advantages
• Disadvantages

3
Objectives for Marketing Research

• Fact Finding
• Identification of Consumer Behavior for a Product
  Category
• Trend analysis
• Market tracking
• Environmental scanning

4
Objectives of Marketing Research

• Model Building
• Market potential for an area
• Forecasting sales
• Analysis of Trade Areas and Sites
• Data Mining
• Pulling out important information
• Neural networks
• Database Marketing

5
Database Marketing- Example
Customer Customer Birthday Purchases Item
Thoene Wesley 10/9 Reds cap 11111
Reds glove 28771
Reds jersey 37241
Moneyball 44523
Packers football 626689
6
Sources of Secondary Data

• Internal and Proprietary Data
• Decision support system
• External Data
• Where can I find data?
• Libraries
• The internet
• Vendors

7
Producers of Secondary Data

• Books and Periodicals
• Any marketing journal
• Government Sources
• Census
• Statistical Abstract of the United States
• World Fact Book
• Media Sources

8
Producers of Secondary Data

• Trade Association Sources
• Data for one industry
• Commercial Sources
• Market share data
• Consumer attitude and public opinion
• Advertising research

9
Single Source Data

• What is it?

10
International Research

• Issues
• Unavailability
• Accuracy
• Different terminology
• We will use
• World Fact Book