Transcript Consumer Research Secondary Sources L1

Consumer Behaviour
Consumer
Research Secondary
Data
Sources
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Consumer Behaviour
Generating Data
Data is generated in 2 basic ways:
Secondary data:
Primary data:
Data already
existing – may have
been collected for
other purposes
Original data –
collected for a
specific
purpose
+/-
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Consumer Behaviour
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Secondary Data
Consumer Behaviour
Secondary data is information
that has been previously gathered
for some purpose other than the
current research project
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Example
Consumer Behaviour
Uses of secondary data
• Helps to clarify research requirements
• Answers some of the research needs
• Enables more insightful interpretation
of primary data
• Provides comparative data
• Provides information that cannot be obtained through
primary research
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Consumer Behaviour
Benefits of secondary data
• Faster
• Less expensive to collect
• Internet can be used, increasing speed
further
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Consumer Behaviour
Limitations of secondary data
• Availability
• Applicability
• Accuracy
• Comparability
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Consumer Behaviour
Evaluation of secondary data
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Is relevant data available?
Is the cost of data acquisition acceptable?
Is the data in an appropriate format?
Does the data apply to the time period of interest?
If ‘Yes’, go to original source if possible –
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Is the data likely to be unbiased?
Can the accuracy of the data be verified?
Can it be obtained within the timescale of the project?
If ‘Yes’, then use the data
If ‘No’, then undertake primary research
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Consumer Behaviour
Internal Secondary Research
Sources
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Sales figures
Operational data – stock levels, etc.
Customer satisfaction results
Advertising spend
Customer complaints records
Effectiveness data from promotional
campaigns
• Marketing research reports from
past studies
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Consumer Behaviour
External Secondary Research
Sources
• Internet – single search engines, and multiple
search engines
• Directories
• Country information
• Published marketing research reports
• News sources
• Newsgroups and discussion lists
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Consumer Behaviour
The management information
system (MIS)
“A system within an organisation that
supplies information and communication
services and resources to meet
organisation needs.”
(CIM)
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Consumer Behaviour
The marketing information
system (MkIS)
“People, equipment and procedures to
gather, sort, analyse, evaluate and
distribute needed, timely and accurate
information to marketing decision makers”
(Kotler et al)
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Consumer Behaviour
The structure of an
information system
Technology
infrastructure
• Hardware
• Systems software
• Applications software
• Communications
Data
infrastructure
• Databases
• Database management
• Archiving
Personnel
• Technology developers
• Systems operators
• Systems maintainers
• Users
• User support
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Consumer Behaviour
The marketing information system
(MkIS)
Marketing
environment
• Target
markets
• Marketing
channels
• Competitors
• Publics
• Macroenvironment
forces
Marketing information system
Developing information
Marketing
intelligence
Internal
records
Assessing
information
needs
Marketing
research
Information
analysis
Distributing
information
Marketing
managers
• Analysis
• Planning
• Implementation
• Organisation
• Control
Marketing decisions and communications
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