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Secondary Research: Competitive Strategies

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Presentation on theme: "Secondary Research: Competitive Strategies"— Presentation transcript:

1 Secondary Research: Competitive Strategies

2 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

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

4 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

5 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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