Transcript Secondary Data

Secondary Data
Secondary Data
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Secondary Data -- data gathered for
purposes other than the present study
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Advantages
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Cheap in terms of time and money
Disadvantages
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Data Fit
Accuracy
Secondary Data
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Types of Secondary Data
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Internal -- originates within the organization for
which the research is being conducted
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Least costly type of secondary data
External -- data found from sources external to the
organization commissioning the research
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Cost more than internal data, but a wealth is available
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Library Sources
Government Sources
Syndicated Sources
Secondary Data (Internal)
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Financial Statements
Sales Reports (by Region, Sales Person,
Etc.)
Customer Databases
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Collection of data about customers developed
from internal sources (could be from MR activities)
Needs to be large and extensive to be effective
Secondary Data (Internal)
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Customer Databases
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Data mining (use of statistical techniques to
identify patterns hidden in a database) is needed
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Complex statistical methods are used
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Disciminant analysis
Cluster analysis
Uses of data mining
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Customer Acquisition -- look to identify “types” of
customers to whom we appeal
Customer Retention (Abandonment) – identify
customers we want to keep (get rid of)
Secondary Data (External)
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Library Sources (Magazines and Other
Publications – many on Internet)
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Possible uses
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Determine market size
Determine market potential
Describe the market
Government Sources
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Census data
State/Country economic data
Secondary Data (External)
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Standardized Marketing Information Services
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Market Analysis
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Dun & Bradstreet Market Identifiers
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Market Share Data
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Nielsen Retail Index
Consumer Services
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National Panel Diary
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What are people buying
National Family Opinion
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Offers demographic overviews of various markets
What are people thinking
Ad Exposure
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Nielsen TV Ratings
Arbitron Radio Listening Ratings
Example of Syndicated Research
– AC Nielsen
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ACNielsen provides information like the following to the grocery,
health & beauty care, tobacco, snack foods and beverage
industries.
Sales volume - How big is my market?
Trends - Is my market growing or shrinking?
Shares - Are competitors taking my business?
Pricing - Can I raise my price and increase profits?
Brand Shifting - Who will my new products get volume from?
Distribution- Can consumers find my new product?
Trial and Repeat - Who is trying my new product? Will they buy it
again?
What kind of Marketing Research does ACNielsen really do?
ACNielsen measures the sales of consumer packaged goods and
consumer preferences and behavior for products sold through retail
outlets (primarily food, convenience, drug and mass merchandiser)
Tracking What Happens at the
Retailer Point of Sale . . .
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ACNielsen Collects Data in:
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In over 36,000 retail outlets (US)
Through Scanning and in store Auditing
Data Collection & Quality
Three Sources of Information
Coupons, Retailer Ads Recorded
in Omaha, Nebraska
UPCs Coded, Store Data
received and coded in
Fond du Lac, WI
Regional field reps.
transmit store conditions
via Telxon unit
All Data Merged in Plano, TX (EDS)
and put into DB format for delivery
ACNielsen Consumer Panel
Tracking what happens in the home
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61,500 Households
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Geographically dispersed
& demographically
balanced
Methodology allows for
all-channel and retail
account analysis
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Projectable at the
national, regional, market
& account level
ACNielsen Links Store Data to the
Consumer Behind the Purchase
• Who buys what
•What brand sold
•At what price
•Under what conditions
•Where do they shop
Consumer
Panel
•How often do they
shop
•What’s in the shopping
basket
(e.g., coupon used?)
Retail
Measurement
•How loyal are
shoppers
•Are shoppers
switchers
Fun Facts from Nielsen Data
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Consumers who buy “IBC Root Beer” at Target will
spend twice as much money as an IBC consumer
who shops at Wal*Mart Source: ACNielsen Homescan
U.S. Consumers spent over $2.0 billion in 2002 on
Pre-Cut Fresh Salad Mix. Source: ACNielsen Strategic Planner
The unit sales of the “Salsa” category surpassed the
sales of the “Ketchup” category for the first time in
December of 1999 Source: ACNielsen Strategic Planner
Only 95.4% of all U.S. households purchase toilet
paper Source: ACNielsen Homescan - 2002