Collecting Secondary DataCollecting Secondary Data

Chapter 4Chapter 4

Primary v. Secondary Primary v. Secondary ResearchResearch

Primary DataPrimary Data AdvantagesAdvantages DisadvantagesDisadvantages

Secondary DataSecondary Data AdvantagesAdvantages DisadvantagesDisadvantages

Objectives for Marketing Objectives for Marketing ResearchResearch

Fact FindingFact Finding Identification of Consumer Behavior for Identification of Consumer Behavior for

a Product Categorya Product Category Trend analysisTrend analysis

Market trackingMarket tracking

Environmental scanningEnvironmental scanning

Objectives of Marketing Objectives of Marketing ResearchResearch

Model BuildingModel Building Market potential for an areaMarket potential for an area Forecasting salesForecasting sales Analysis of Trade Areas and SitesAnalysis of Trade Areas and Sites

Data MiningData Mining Pulling out important informationPulling out important information Neural networksNeural networks

Database MarketingDatabase Marketing

Database Marketing- Database Marketing- ExampleExample

Customer Birthday Purchases Item #

Thoene Wesley 10/9 Reds cap 11111

Reds glove 28771

Reds jersey 37241

Moneyball 44523

Packers football 626689

Sources of Secondary DataSources of Secondary Data

Internal and Proprietary DataInternal and Proprietary Data Decision support systemDecision support system

External DataExternal Data Where can I find data?Where can I find data?

LibrariesLibraries The internetThe internet VendorsVendors

Producers of Secondary Producers of Secondary DataData

Books and PeriodicalsBooks and Periodicals Any marketing journalAny marketing journal

Government SourcesGovernment Sources CensusCensus Statistical Abstract of the United StatesStatistical Abstract of the United States World Fact BookWorld Fact Book

Media SourcesMedia Sources

Producers of Secondary Producers of Secondary DataData

Trade Association SourcesTrade Association Sources Data for one industryData for one industry

Commercial SourcesCommercial Sources Market share dataMarket share data Consumer attitude and public opinionConsumer attitude and public opinion Advertising researchAdvertising research

Single Source DataSingle Source Data

What is it?What is it?

International ResearchInternational Research

IssuesIssues UnavailabilityUnavailability AccuracyAccuracy Different terminologyDifferent terminology

We will use:We will use: World Fact BookWorld Fact Book