Market Research MBA Course 2

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Presentation transcript:

Market Research MBA 53-113-01 Course 2 Secondary Data Analysis

The sources we have PRIMARY SECONDARY INTERNAL Employees. internal database different types of documents and reports. EXTERNAL Market; External public categories; Competitors. Published materials; Syndicated materials; External database

Primary and secondary sources Primary sources: Usually raw data Stats Canada Cansim Strategis PMB Economist Intelligence Unit database access Euromonitor (Global Market Information Database ) Stat-USA

Primary and secondary sources (cont.) Secondary sources: Usually reports and analyses All publications, scholar and popular, general and specific (trade magazines) Worldwide: ABI/Inform Global (Proquest) Canada: CBCA (Proquest) Québec: Eureka E-Marketer A.C. Nielsen

Various forms of data by type of problems Measuring the size of a market Measuring the demand Measuring the offer Major tools Industrial marketing: Strategis, Dunn and Bradstreet, Criq Consumer goods: Stats Canada: Spending Patterns Annual reports

Industrial Markets

Industrial Marketing

Consumers market In PDF trough the library Data basis in excel Through Sherlock http://neumann.hec.ca/biblio/donneesstat/donneesstatistique.html

General tendencies: Cansim

Gathering more qualitative information

Key Principles in Secondary Data Analysis Make sure to understand the methodology behind the source you are about to use Make sure to understand all definitions Try to corroborate you data