1. Collecting Secondary Data
Chapter 4

2. Primary v. Secondary Research
Primary Data
Advantages
Disadvantages
Secondary Data
Secondary Data Research- Data gathered and researched by someone else.
Adv- Faster, cheaper,
Disadv- Not designed specifically for the needs of researcher (outdated, variation in terms, different units of measurement, lack of information to verify data’s accuracy.
Cross-checks= Verifying data with another source in order to determine the similarity of independent projects.

3. Objectives for Marketing Research
Fact Finding
Identification of Consumer Behavior for a Product Category
Trend analysis
Market tracking
Environmental scanning
ICB- Who’s in the market?
Market tracking- the observation and analysis of trends in industry volume and brand share over time. How much have they been buying over time?
ES- Info gathering and fact finding designed to detect indications of environmental changes in their initial stages of development. Is the market changing? Looks at factors which might change the trends.

4. Objectives of Marketing Research
Model Building
Market potential for an area
Forecasting sales
Analysis of Trade Areas and Sites
Data Mining
Pulling out important information
Neural networks
Database Marketing
MB- Create mathematical models which seem to predict how many will be purchased.
Pizzas at Rio Grande= # of students* pizzas eaten per student each year
FS- Tuition increases by 10%. Current tuition * 1.1= Next year’s tuition
Site analysis- Techniques that use secondary data in order to determine where to place retail and wholesale stores.
Index of retail saturation- Local MKT potential/ Square feet of retailing space
NN- Computer can mimic the way the human brain works.
Customer discovery- Get info on customers
Sequence discovery- What do they before they buy this?
DM- Using databases to keep track of certain individuals’ information so you can better target them

5. Database Marketing- Example
Customer
Birthday
Purchases
Item #
Thoene
Wesley
10/9
Reds cap
11111
Reds glove
28771
Reds jersey
37241
Moneyball
44523
Packers football
626689

6. Sources of Secondary Data
Internal and Proprietary Data
Decision support system
External Data
Where can I find data?
Libraries
The internet
Vendors
IPD- Comes from inside of a company
Number, addresses, and names of MKT students when I did my survey.
Sales force information
Research done by someone outside of the organization.
Libraries- Statistical Abstract, Fortune 500, ValueLine.
The internet- Many sources, but may have to pay for some.
Vendors- Hoovers. Can be expensive
Producers

7. Producers of Secondary Data
Books and Periodicals
Any marketing journal
Government Sources
Census
Statistical Abstract of the United States
World Fact Book
Media Sources
Business Week, Fortune 500

8. Producers of Secondary Data
Trade Association Sources
Data for one industry
Commercial Sources
Market share data
Consumer attitude and public opinion
Advertising research
Adv. Res- Nielsen. The example from Gupta’s class.

9. Single Source Data
What is it?

10. International Research
Issues
Unavailability
Accuracy
Different terminology
We will use:
World Fact Book