Collecting Secondary Data Chapter 4

Primary v. Secondary Research  Primary Data   Advantages Disadvantages  Secondary Data   Advantages Disadvantages

Objectives for Marketing Research  Fact Finding   Identification of Consumer Behavior for a Product Category Trend analysis  Market tracking  Environmental scanning

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

Database Marketing- Example

Customer

Thoene Wesley

Birthday Purchases

10/9 Reds cap

Item #

11111 Reds glove Reds jersey Moneyball Packers football 28771 37241 44523 626689

Sources of Secondary Data    Internal and Proprietary Data  Decision support system External Data Where can I find data?

   Libraries The internet Vendors

Producers of Secondary Data    Books and Periodicals  Any marketing journal Government Sources    Census Statistical Abstract of the United States World Fact Book Media Sources

Producers of Secondary Data   Trade Association Sources  Data for one industry Commercial Sources    Market share data Consumer attitude and public opinion Advertising research

Single Source Data  What is it?

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