Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides

Secondary Sources of Marketing Data Chapter Five Secondary Sources of Marketing Data http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Data Sources Secondary Data Primary Data http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Sources of Secondary Data http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Uses of Secondary Data May provide enough information to resolve the problem being investigated Can be a source of new ideas that can be explored later Acts as a prerequisite to collecting primary data and can help in designing the primary data collection process Helps to define the problem and formulate hypotheses about its solution Helps in defining the population / sample / parameters of primary research Can serve as a reference base to compare validity of primary data http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Benefits and Limitations of Secondary Data Low cost Less effort Less time Sometimes more accurate Sometimes only way to obtain data Collected for some other purpose No control over data collection May not be accurate May not be in correct form May be outdated May not meet data requirements Assumptions have to be made http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Internal Sources of Secondary Data Internal Records Accounting Data Sales Reports Inventory Management Customer Database http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

External Sources of Secondary Data Published data sources (e.g., Census, publications of various trade associations) Trade directories Computer retrievable databases ("online" databases) http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Classification of Computer-retrievable Databases Based on the Method of Storage and Retrieval of Information Based on the Type of Information On-line Databases CD-ROM Databases Floppy Disc Databases Source Reference Internet Direct from Vendors Direct from Producer Indirect through Networks http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Computer-Retrievable Methods Advantages Limitations Scope of information available Speed of information access and retrieval Commercially available search procedures provide considerable flexibility and efficiency Rely solely on the accuracy of the abstract author Depend on the journal and article selection policy of the database producer Might miss important information, or retrieve a lot of irrelevant data if searching by “keyword” http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

NAICS Code North American Industrial Classification System Developed to provide a consistent framework for the collection, analysis and dissemination of industrial statistics Identified by a six-digit code Sixth digit identifies subdivisions of NAICS industries that accommodate user needs in individual countries Has 20 broad sectors NAICS level NAICS code Description Sector 51 Information Subsector 513 Broadcasting and telecommunications Industry group 5133 Telecommunications Industry 51332 Wireless telecommunications carriers U.S. Industry 513321 Paging http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Appraising Secondary Sources Factors to Be Considered: Who has collected the data (did they have adequate resources)? Why was the data collected (how interests of the agency matches with ours)? How was the data collected (what is the quality of data on-hand)? What data was collected (geographic and demographic limitations)? When was the data collected (how old/obsolete is the data)? Is there consistency? http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Applications of Secondary Data Demand Estimation Monitoring the Environment Segmentation and Targeting Developing a Business Intelligence System http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Applications of Secondary Data (Contd.) Demand Estimation Census data Standard Industrial Classification (SIC) Trade association data Experts and authorities Monitoring the Environment Press releases Legislation and laws Industry news Business and practitioner literature, such as magazines Segmentation and Targeting PRIZM CLUSTER PLUS ACORN DMI NAICS TIGER Developing a Business Intelligence System Competitor’s annual reports http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Sources of Secondary Data for International Marketing Research Economic Data United Nations World Bank Business International Publications Euromonitor World Casts Industry Data United Nations yearbooks U.S. Department of commerce The Economist (publication) Worldcasts Background Data Dun and Bradstreet publications (e.g., Exporter's guide) Price Waterhouse publications http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Problems Associated with Secondary Data in International Research Data Accuracy Comparability of Data http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

Applications of Secondary Data in International Research Selecting countries or markets that merit in-depth investigation Making an initial estimate of demand potential in one or more countries using: Lead-lag Analysis Surrogate Indicators Cross-sectional Data / Barometric Procedures Econometric Forecasting Model Monitoring environmental changes http://www.drvkumar.com/mr10/ Marketing Research 10th Edition