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

2. 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

3. 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

4. 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

5. 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

6. Industrial Markets

7. Industrial Marketing

8. Consumers market In PDF trough the library Data basis in excel
Through Sherlock

9. General tendencies: Cansim

10. Gathering more qualitative information

11. 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