Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day and Leone
Tenth Edition
Instructor’s Presentation Slides
2
Chapter Five
Secondary Sources of
Marketing Data
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Data Sources
Primary Data
Secondary Data
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Sources of Secondary Data
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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
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Benefits and Limitations of Secondary Data
Benefits
Limitations
• Low cost
• Collected for some other purpose
• Less effort
• No control over data collection
• Less time
• May not be accurate
• Sometimes more accurate
• May not be in correct form
• Sometimes only way to
• May be outdated
obtain data
• May not meet data requirements
• Assumptions have to be made
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Internal Sources of Secondary Data
Internal Records
• Accounting Data
• Sales Reports
• Inventory Management
• Customer Database
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External Sources of Secondary Data
Published data
sources (e.g., Census,
publications of
various trade
associations)
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Trade directories
Computer retrievable
databases ("online"
databases)
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Classification of Computer-retrievable
Databases
Computer Retrievable Database
Based on the Method of Storage
and Retrieval of Information
On-line
Databases
Internet
CD-ROM
Databases
Direct from
Vendors
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Based on the Type of Information
Floppy Disc
Databases
Direct from
Producer
Source
Reference
Indirect through
Networks
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Computer-Retrievable Methods
Advantages
• Scope of information available
• Speed of information access and
retrieval
• Commercially available search
procedures provide considerable
flexibility and efficiency
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Limitations
• 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”
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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
Subsector
Industry group
Industry
U.S. Industry
51
513
5133
51332
513321
Information
Broadcasting and telecommunications
Telecommunications
Wireless telecommunications carriers
Paging
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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?
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Applications of Secondary Data
• Demand Estimation
• Monitoring the Environment
• Segmentation and Targeting
• Developing a Business
Intelligence System
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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
•Press releases
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Sources of Secondary Data for International
Marketing Research
• United Nations
• World Bank
• Business
International
Publications
• Euromonitor
• World Casts
• United Nations
yearbooks
• U.S.
Department of
commerce
• The Economist
(publication)
• Worldcasts
• Dun and
Bradstreet
publications
(e.g., Exporter's
guide)
• Price
Waterhouse
publications
Economic
Data
Industry
Data
Background
Data
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Problems Associated with Secondary Data in
International Research
• Data Accuracy
• Comparability of Data
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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
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