Download Secondary Data Research

Collecting Secondary Data
Chapter 4
Primary v. Secondary Research
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Primary Data
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Advantages
Disadvantages
Secondary Data
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Advantages
Disadvantages
Objectives for Marketing Research
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Fact Finding
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Identification of Consumer Behavior for a
Product Category
Trend analysis
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Market tracking
Environmental scanning
Objectives of Marketing
Research
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Model Building
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Data Mining
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Market potential for an area
Forecasting sales
Analysis of Trade Areas and Sites
Pulling out important information
Neural networks
Database Marketing
Database Marketing- Example
Customer
Thoene
Wesley
Birthday Purchases
10/9
Reds cap
Item #
11111
Reds glove
28771
Reds jersey
37241
Moneyball
44523
Packers football
626689
Sources of Secondary Data
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Internal and Proprietary Data
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Decision support system
External Data
Where can I find data?
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Libraries
The internet
Vendors
Producers of Secondary Data
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Books and Periodicals
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Government Sources
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Any marketing journal
Census
Statistical Abstract of the United States
World Fact Book
Media Sources
Producers of Secondary Data
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Trade Association Sources
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Data for one industry
Commercial Sources
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Market share data
Consumer attitude and public opinion
Advertising research
Single Source Data
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What is it?
International Research
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Issues
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Unavailability
Accuracy
Different terminology
We will use:
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World Fact Book