1. Using External Secondary Data Chapter 7

2. Standardized Marketing Information Services Commercial sources of secondary data The data are usually collected, analyzed, and then sold to multiple companies Because the information is sold to multiple companies, the data must be “standardized” Referred to as syndicated research

3. Use Standardized Marketing Information Services to... 1. Profile customers 2. Measure product sales and market share 3. Measure advertising exposure and effectiveness

4. Profiling Customers Industrial firms use NAICS codes for grouping their customers into homogeneous groups Dun & Bradstreet global commercial database These records allow the Sales management to Construct sales prospect files, measure territory potentials Advertising management to Select potential customers by size and location, analyze and select media to reach them Market research professionals Assess market potential by territory, make comparative analysis of district and sales territories

5. GEODEMOGRAPHY refers to the availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically small. combine census data with their own survey data or data from administrative records such as motor vehicle registration or credit transactions Mapping software (GIS) combines demographic data with geographic information on maps CLARITAS Prizm

6. Measuring Product Sales and Market Share (ONLINE) DIARY PANELS A representative group of individuals or households keeps track of purchases made or products consumed over a given time period The NPD Group's National Eating Trends® panel NET's annual sample consists of 2,000 households containing approximately 5,200 individuals. The panel is demographically and geographically balanced to U.S. Census Bureau statistics each year.

7. STORE AUDITS (Nielsen Retail Index) Field workers visit a select group of retail stores at fixed intervals. Sales are determined by subtracting ending inventory from the total of beginning inventory and incoming merchandise

8. SCANNERS ACNielsen has been replacing its audits with Scanners (SCANTRACK) UPC codes 12 digit, Thickness and distance between the bars define numbers. First 6-digits identify the manufacturer, next 5-digits identify the product, 12 th digit is a ”check” digit which protects against transposition errors in manual data entry

9. Single-source Data IRI BehaviorScan and ACNielsen Homescan Service Product- purchase data Advertising exposure data Demographic characteristics

10. Measuring Advertising Exposure and Effectiveness Television and Radio Nielsen Media Research use Peoplemeters (20,000 HH) and supplements this data with consumer diaries telephone interviews and simple electronic meters Nielsen breaks down these ratings by socioeconomic and demographic characteristics These breakdowns assist The TV networks in selling advertising on particular programs The advertiser in choosing programs that reach households with desired characteristics Radio-listening statistics are gathered using diaries (Arbitron)

11. Print Media Starch Ad Readership program measures the reading of advertisements in magazines and newspapers Multimedia Services Simmons Market Research (National Consumer Survey) uses a national probability sample of 20,000 respondents. It is a comprehensive data source of product usage and media exposure

12. Homework Page 150 Discussion Question 1( a through g)