Marketing 441: Research Session Shana Gass, MSLS Reference Librarian January 27,

Primary vs. Secondary Data Primary Data: “new data gathered specifically for the project at hand” Secondary Data: “data…already gathered for some other purpose” --Marketing, 13 th ed., Etzel, Walker & Stanton

Secondary Data Issues Age Geographical Scale Definitions Some data is elusive!!

Topics Company Industry Target Market Promotion

Cook Library Marketing Subject Gateway Links to useful article databases & other electronic resources Useful web sites – including Cook Library Guide to Secondary Data Selected Journals in Marketing Contact info for Marketing Librarian

Local Case: Your Restaurant

Going National?

Who’s the competition? Available through Baltimore County Public Library or Enoch Pratt Free Library

Will also include estimated revenues for private companies

Google Maps: Nearby Restaur ants

Social Media … Learning about Company, Competitors, and Customers

TRY IT ! (competitors for bigger co’s) Use Library Database LexisNexis Academic to find Competitors for Darden Restaurants (owners of Olive Garden…) Hints – Start at – Click on Business (top of screen) before searching

To Summarize: Companies & Competitors Competitor list: – Directories (Reference USA database, Million Dollar database) – Company Profiles (LexisNexis Academic & others) – Market Share sources Companies: – organizational web sites & (for public co’s) SEC filings – article searching

What about the Industry & Market? Market Share sources Trade associations US Economic Census web site Household Spending, Demographics USA (in Reserves) Industry Reports (Standard & Poor’s NetAdvantage, Business Source Complete reports)

Market Shares Business Rankings Annual (annual book in Reference) Market Share Reporter (2-vol set in Reserves) RDS Business Suite, TableBase tab (research database) Articles on companies & industries from library databases. See:

Trade associations (AKA Industry Associations/organizations) Membership drawn from companies in the industry Local, state, national, international Represent concerns of industry Collect information on industry

TRY IT! Can you find Olive Garden’s market share using: Market Share Reporter, Business Rankings Annual, RDS Business Suite (database), or another library database? How about information more generally on US dining habits?

TRY IT! Can you locate a trade association relevant to the restaurant industry? What info can you find?

Other Examples of Trade Associations Professional Chef’s Association Green Restaurant Association International Hotel & Restaurant Association Food Industry Suppliers Association

US Economic Census Bureau of the Census Every 5 years – latest is ‘07 Establishments, sales, payroll Arranged by NAICS code Read the definitions!

Tool for Industry Research: North American Industry Classification System (NAICS). Available: 72 Accommodation & Food Services 722 Food Services and Drinking Places 7221 Full-Service Restaurants Full-Service Restaurants Full-Service Restaurants Examples of NAICS codes Full “primary” NAICS code for sit-down (vs. fast food) restaurants

Accessing the US Economic Census Also: – > Economic Census > Get Data –

Try It! Go to business.census.gov Can you find information on limited-service restaurants? (using the appropriate NAICS code?) Can you find information on limited-service restaurants within the state? How about Howard County?

Who are your customers?

Know Your Target Market: Secondary Data Demographics –Demographics example: American Factfinder - US Census American Factfinder - US Census Psychographics –Psychographics example: My Best Segments - Claritas PRIZM Both of these links are on the Marketing Subject Gateway My Best Segments - Claritas PRIZM

Try It Using factfinder.census.gov, find some demographic information on Columbia, MD What is distinctive about Columbia in comparison to the US as a whole?

Try It Go to My Best Segments - Claritas PRIZM – link on Cook Library Marketing Subject Gateway My Best Segments - Claritas PRIZM What are some of the tapestry types represented in Columbia, MD? Zip code –

Market Research Sources Mediamark – library database Product user info, with demographics & media usage [geo > region] Simmons – library Product user info, with demographics & psychographics [geo > state] SRDS Local Market Analyst -- library database Demographics and psychographics [geo > DMA]

SRDS Market > Learn Lifestyles & Demographics Lifestyle > Learn where the markets are Tables & mapping Password required – contact Shana at Don’t leave this source until last moment – next user can bump you!

Mediamark Register for free account using TU address Register for free account How to get into Mediamark Library website > Subject Gateways > Marketing > Mediamark 2. Click this button! 3. Accept Agreement. Choose a Report Volume (probably Fall Product 2008) by doubleclicking. Search by keyword or browse to find product. 1. Sign in with TU & password for your account. Click on link in verification to complete account.

Clue: Index. 100 = average Look for numbers over 100 for your best customers!

Mediamark Tutorial By Carrie Bertling, Towson U:

Simmons National Consumer Survey CD-ROM at Cook Library Reference Desk Demographics Product Use Psychographics Make an appointment with Shana to learn more about this powerful tool !!

Simmons Tutorial By Van Houlson, U. of Minnesota:

Researching Restaurants Using Cook Library Databases News – local, national, international for general or “trade” audiences Research – studies in academic AKA peer-reviewed AKA scholarly journals Case studies Advice for practitioners Opinion pieces

Some (Specialized) Journals in the Library Databases Advertising Age Nation’s Restaurant News Journal of Foodservice Restaurant Business Restaurants and Institutions

Library Databases to Try Business Source Complete Factiva LexisNexis Academic RDS Business Suite Plus: Small Business Resource Center All available from Subject Gateway for Marketing

How is the recession affecting restaurants? Are some types of restaurants doing better than others? What are some recommended strategies for restaurants for marketing during the recession? Be ready to report your preliminary findings (with source) Try It!

Secondary Data Books in the Library Following are some sample questions/tips for some of the secondary-data intensive BOOKS we have in Cook Library Most of these are in Reserve; others in Reference (use in library) Call numbers are on the Cook Library Guide to Marketing Secondary Data:

Best Customers (in reserves) Which target markets might be the best for Café de Paris? Any trends for this market worth noting? How much does the average household spend on the relevant service?

Household Spending (in reserves) What activity included in the book is the closest match for Café de Paris? Which age group spends the most on dining out – total? Which age group spends the most on dining out – on average?

Community Sourcebook of zipcode demographics (in Reserves) The zip code for Columbia, MD is How does Columbia’s Spending Potential Index compare to other towns in MD? Spending Potential Index is explained on introductory page xvii)

Demographics USA (in Reserves) The zip code for Columbia, MD is Find the Consumer Buying Power for Columbia with regard the relevant spending category for dining out. Consumer Buying Power is explained in section 1, page 10).

Community Sourcebook of Zip Code Demographics (in reserves) Find a zip code in Maryland which has a particularly high “Spending Potential Index” for Dine Out/Carry Out. What is a Spending Potential Index? (explained on introductory page xvii)

American Women (in Reference) Let’s say Olive Garden wants to improve their marketing to women. What are some things they should keep in mind for marketing to this population?

Racial & Ethnic Diversity (in Reference) Let’s say Olive Garden wants to finetune their marketing to different ethnicities. What are some things they should keep in mind?

Millennials (in Reserves) Who are the Millennials? How is this label useful to marketers? Let’s say Café de Paris is going to target Millennials. What are some good things to know about them that might affect your marketing?

Baby Boom (in Reserves) What does “baby boom” mean? How is this label useful to marketers? Let’s say Café de Paris decides to target Baby Boomers. What are some good things to know about them that might affect your marketing?

SRDS Consumer Magazine Advertising Source (in Reserves) Find the info for Self Magazine. How much will it cost to run a 4-color 1-page ad? What is the total circulation? Which region has the highest circulation?

SRDS Newspaper Advertising Source (in Reserves) What is the cheapest ad I can buy in the Baltimore area? What’s the circulation? When’s the deadline?

Questions? …feel free to contact me! Shana Gass Or any reference librarian: Visit – call – IM – – TXT* Cook Library Web Site > Ask a Librarian *New service! Dial begin with askcook Normal txt rates apply!