Secondary Research. Secondary Research (defined)  Research information that is used for a purpose other than that for which it was originally intended.

Slides:



Advertisements
Similar presentations
CONSUMER RESEARCH Chapter 2.
Advertisements

MRI Essentials. MRI: Who Are We?  MRI (Mediamark Research & Intelligence) is the leading provider of multimedia audience research data in the United.
2.06 Understand data-collection methods to evaluate their appropriateness for the research problem/issue.
Secondary Data in Marketing Research External market data – trend analysis, competitive information, industry trends and leaders External Customer data.
Agenda Secondary Data Qualitative Research Primary vs. Secondary
Using Marketing Data. Working with Simmons/Choices Data Identifying potential consumers Developing target markets Understanding consumer targets Characteristics.
Market Analysis and Strategy MKT 750 Dr. West. Agenda Marketing Analysis & Strategic Planning – Essential Elements (5Cs, STP, 4Ps) – Situation Analysis.
Chapter7 Standardized Information Sources. What is standardized information? Standardized information: type of secondary data in which the data collected.
Strategic Research CHAPTER 6. 2 Strategic Research Strategic research –Information gathering process that enhances the design at a creative strategy level.
SEM A – MARKETING INFORMATION MANAGEMENT
Exploring Marketing Research William G. Zikmund
Chapter marketing research ten Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Marketing Research, Decision-Support Systems, and Sales Forecasting.
Market Research. Market Research – What is it? Gathering information on (for example)… …finding new markets …evaluating public opinion …gaining insight.
Chapter 5 Decision support systems and marketing research.
Marketing Research – Collecting Data
Steps in a Marketing Research Project
King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 Marketing Research Dr. Alhassan G. Abdul-Muhmin Secondary Data.
Chapter 9 Market Information and Research. Market Segmentation  Way of analyzing your market by certain charactericts to create a target market 1. Demographic.
Chapter 33 Conducting Marketing Research. The Marketing Research Process 1. Define the Problem 2. Obtaining Data 3. Analyze Data 4. Rec. Solutions 5.
IDENTIFY AND MEET A MARKET NEED
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 9 Decision Support Systems and Marketing Research.
Primary Research. Purpose  To understand the qualitative and quantitative methods commonly used in primary research.
Research and Evaluation Plan
Chapter 4- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall MKT 202, TMT Managing Marketing Information to Gain Customer Insights.
Chapter 4- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Four Managing Marketing Information to Gain Customer Insights.
1. 2 Objectives  List three areas of marketing research.  Describe the two types of data.  Give four examples of ways to get primary data.  List five.
Chapter Six Strategic Research. Prentice Hall, © Market research is the foundation for advertising decisions because it: a) Identifies people.
Marketing – Chapter 28 What is Market Research?
Collecting Secondary Data
Using Secondary Research to Define Research Problems.
Using Secondary Research to Understand the Situation.
Ch. 12: Evaluation of Print Media n Classification of Magazines - Standard Rate and Data Service (SRDS) divides the publications into three broad categories.
Managing Marketing Information to Gain Customer Insights
Dr. Michael R. Hyman, NMSU Secondary Data Sources.
Using Secondary Research to Understand the Situation.
Marketing Information Management Marketing Research.
Introducing modern marketing: the systematic thought process
Chapter7 Standardized Information Sources. What is standardized information? Standardized information: type of secondary data in which the data collected.
Consumer Research Being in the field Meeting 3. Know others by knowing yourself Observe yourself as a customer Buy a cup of coffee and observe yourself.
SEM1 – MARKETING INFORMATION MANAGEMENT
1 Marketing Research. 2 The process of planning, collecting, and analyzing data relevant to a marketing decision.
Primary Primary sources means that it is original article or book created by an individual or sometimes a group of people. In simple terms primary sources.
1. Understand the concept of market and market identification 2. Understand the concept of market segmentation 3. Understand the importance of evaluating.
Information Management and Market Research. Marketing Research Links…. Consumer, Customer, and Public Marketer through information Marketing Research:
 The goal of a market analysis is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they related.
Creating Customer Profiles
CHAPTER 2 CONCEPT OF ELECTRONIC COMMERCE. Why Should Companies Use Electronic Marketing  What is the purpose for engaging online communication?  Why.
Using Marketing Data. Working with Simmons Data Identifying potential consumers Segment prospect markets Narrow consumer targets Characteristics Media.
Media Research Methods Variety of resource materials are available to advertisers for determining potential audience sizes for specific media vehicles.
Market Research Market Research – What is it? Gathering information on (for example)… …finding new markets …evaluating public opinion …gaining insight.
Market Identification Project #2: Marketing Plan Analysis.
Sports Market Research. Know Your Customer How do businesses know their customers needs and wants?  Ask them/talking to customers  Surveys  Questionnaires.
Section 28.1 Marketing Information Chapter 28 marketing research Section 28.2 Issues in Marketing Research.
RESEARCH METHODS Josh Harris. TYPES OF RESEARCH QUALITATIVE RESEARCH Qualitative Research is research which is used to express people’s opinions and.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Marketing Research, Decision-Support Systems, and Sales Forecasting.
May 9th, 2015 Market Research Describe the purpose of marketing research.
MGT301 Principles of Marketing Lecture-12. Summary of Lecture-11.
Research in the Creative Media Industries. Why is research used in the media? Research is used in the media to determine what a product will look like.
Data Collection Techniques
Marketing Research Chapter 28.
Module 17 MARKET RESEARCH.
Secondary Research: Competitive Strategies
Introduction to Marketing Research
Considerations for Target Market Profiles
DATA COLLECTION PRIMARY & SECONDARY Presentation By Akbar Salim Shaikh.
Secondary Data Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often:
CONCEPT OF ELECTRONIC COMMERCE
Presentation transcript:

Secondary Research

Secondary Research (defined)  Research information that is used for a purpose other than that for which it was originally intended  Secondary research can precede problem identification (discovery) or follow it (investigation)*  Secondary information can come from primary or secondary sources Originating source vs. “pass-along” source

Uses of Secondary Research  An answer to informational needs either as originally presented Or in a “recalibrated” form appropriate for the user’s immediate concern  Providing insights prior to primary research  Improve questionnaire design

Advantages of Secondary Research  More efficient use of resources  Convenient means of conducting research quickly  Preferable when decisions rely on historical data

Limitations of Secondary Research  Availability/accessibility  Relevance  Accuracy  Sufficiency

The Utility of Secondary Research Secondary research is a necessary tool for helping gain a foundation on Product People Climate …that influence the situation.

Sources of Secondary Information  Internal sources Client information (proprietary) Agency research (proprietary)  External sources Books Periodicals Newspapers Trade/Nonprofit association Government Agencies Private business

Primary & Secondary Sources for Secondary Research  Target Audience Characteristics American Demographics Lifestyle Market Analyst Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI)  Consumer Trends US Census Report American Demographics CQ Researcher

Primary & Secondary Sources for Secondary Research  Consumer Expenditures Information Resource Inc. (IRI) SAMI/Burke  Consumer Attitudes Yankelovich Monitor Roper Reports Gallup Poll Monthly Public Opinion Quarterly

Primary & Secondary Sources for Secondary Research  Advertising Expenditures Leading National Advertisers (LNA) Advertising Age Adweek/Mediaweek  Media Costs/Audience Measurement Standard Rate & Data Service Neilsen/Arbitron/RADAR