Secondary Research: Competitive Strategies

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Presentation transcript:

Secondary Research: Competitive Strategies

Categories of Secondary Research Target Audience Characteristics American Demographics Lifestyle Market Analyst Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) Consumer Trends US Census Report CQ Researcher Data Monitor

Categories of Secondary Research Consumer Expenditures Information Resource Inc. (IRI) SAMI/Burke Consumer Attitudes Yankelovich Monitor Roper Reports Gallup Poll Monthly Public Opinion Quarterly

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

Web Source Caveats Just because its on the Web doesn’t make it so… Bibliographic references should be for the primary source, not the secondary (database) source

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