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

2. Secondary Sources of Marketing Data
Chapter Five
Secondary Sources of Marketing Data
Marketing Research 10th Edition

3. Data Sources Secondary Data Primary Data
Marketing Research 10th Edition

4. Sources of Secondary Data
Marketing Research 10th Edition

5. 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
Marketing Research 10th Edition

6. 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May be outdated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
Marketing Research 10th Edition

7. Internal Sources of Secondary Data
Internal Records
Accounting Data
Sales Reports
Inventory Management
Customer Database
Marketing Research 10th Edition

8. External Sources of Secondary Data
Published data sources (e.g., Census, publications of various trade associations)
Trade directories
Computer retrievable databases ("online" databases)
Marketing Research 10th Edition

9. 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
Marketing Research 10th Edition

10. 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”
Marketing Research 10th Edition

11. 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 Information
Subsector Broadcasting and telecommunications Industry group Telecommunications
Industry Wireless telecommunications carriers
U.S. Industry Paging
Marketing Research 10th Edition

12. 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?
Marketing Research 10th Edition

13. Applications of Secondary Data
Demand Estimation
Monitoring the Environment
Segmentation and Targeting
Developing a Business Intelligence System
Marketing Research 10th Edition

14. 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
Marketing Research 10th Edition

15. 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
Marketing Research 10th Edition

16. Problems Associated with Secondary Data in International Research
Data Accuracy
Comparability of Data
Marketing Research 10th Edition

17. 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
Marketing Research 10th Edition