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Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides
Chapter Five
Secondary Sources of
Marketing Data
Data Sources
Secondary Data
Primary Data
Marketing Research 7th Edition
© Aaker, Kumar, Day
PRIMARY
DATA
SOURCES
INTERNAL
RECORDS
•SALES/PATRONAGE RESULTS ( OUTCOMES )
•MARKETING ACTIVITY ( INPUTS )
•COST INFORMATION
•DISTRIBUTOR REPORTS AND FEEDBACK
•CUSTOMER FEEDBACK
DATA
SOURCES
ELECTRONIC
SECONDARY
DATA
SOURCES
•GOVERNMENT
•TRADE ASSOCIATIONS
•PERIODICALS
•NEWSPAPERS
•BOOKS
•ANNUAL REPORTS
•PRIVATE STUDIES
PUBLISHED
DATA
PRINTED
EXTERNAL
SOURCES
STANDARDIZED
SOURCES OF
MARKETING
DATA
Sources of
Secondary Data
•STORE AUDITS
•WAREHOUSE WITHDRAWAL SERVICES
•CONSUMER PURCHASE PANELS
•SINGLE SOURCE DATA
•NIELSEN’S TELEVISION INDEX
•STARCH SCORES
•ARBITRON PANEL
•MULTIMEDIA SERVICES
INTERNET
Marketing Research 7th Edition
© Aaker, Kumar, Day
Uses of Secondary Data
Can solve the problem on hand all by its own
Can lead to new ideas and other sources
Helps to define the problem more clearly
Can help in designing the primary data
collections process
Helps in defining the population / sample
Can serve as a reference base
Marketing Research 7th Edition
© Aaker, Kumar, Day
Benefits and Limitations of
Secondary Data
Benefits
Low cost
Less effort
Less time
At times, more accurate
At times, only way to
obtain data
Marketing Research 7th Edition
Limitations
Collected for some other
purpose
No control over data collection
May not be accurate
May not be in correct form
May be outdated
May not meet data
requirements
Assumptions have to be made
© Aaker, Kumar, Day
Internal Sources of
Secondary Data
Internal Records
Accounting Data
Sales Reports
Inventory Management
Customer Database
Marketing Research 7th Edition
© Aaker, Kumar, Day
External Sources of
Secondary Data
Published data sources (e.G., Census,
publications of various trade
associations)
Trade directories
Computer retrievable databases
("online" databases)
Marketing Research 7th Edition
© Aaker, Kumar, Day
Computer Retrievable Database
Based on the Method of
Storage and Retrieval of
Information
On-line
Databases
CD-ROM
Databases
Internet
Direct from
Vendors
Marketing Research 7th Edition
Based on the Type of
Information
Floppy Disc
Databases
Direct from
Producer
Source
Reference
Indirect
through
Networks
© Aaker, Kumar, Day
Computer-Retrievable
Methods
Advantages
Scope of information
available
Speed of information
access and retrieval
Commercially available
search procedures provide
considerable flexibility and
efficiency
Marketing Research 7th Edition
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”
© Aaker, Kumar, Day
Sources of Secondary Data
for International Marketing
Research
Economic Data

United Nations

World Bank

Business International Publications

Euromonitor

World Casts
Marketing Research 7th Edition
© Aaker, Kumar, Day
Sources of Secondary Data
for International Marketing
Research (Contd.)
Industry Data

United Nations yearbooks

U.S. Department of commerce

The Economist (publication)

World Casts
Background Data

Dun and Bradstreet publications (e.G. Exporter's
guide)

Price Waterhouse publications
Marketing Research 7th Edition
© Aaker, Kumar, Day
Appraising Secondary
Sources
Factors to Be Considered:
Who has collected the data (did they have adequate
resources)?
Why was the data collected (how the interests of agency
match with ours)?
How the data was collected (to determine the quality of data
on-hand)?
What data was collected (geographic and demographic
limitations)?
When the data was collected (how old/obsolete is the data)?
Marketing Research 7th Edition
© Aaker, Kumar, Day
Applications of Secondary
Data
Monitoring the Environment
Demand Estimation
Marketing Research 7th Edition
© Aaker, Kumar, Day
Applications of Secondary Data
(Contd.)
Demand Estimation
Monitoring the Environment
Census data
Standard Industrial
Classification (SIC)
Trade association data
Experts and authorities
Press releases
Legislation and laws
Industry news
Business and
practitioner literature,
such as magazines
Marketing Research 7th Edition
© Aaker, Kumar, Day
Applications of Secondary Data
(Contd.)
Segmentation and Targeting
Developing a Business
Intelligence System
PRIZM
CLUSTER PLUS
ACORN
DMI
SIC
TIGER
Competitor’s annual
reports
Press releases
Marketing Research 7th Edition
© Aaker, Kumar, Day
Problems Associated with
Secondary Data in International
Research
Data Accuracy
Comparability of Data
Marketing Research 7th Edition
© Aaker, Kumar, Day
Applications of Secondary Data
in International Research
There Are Four Types of Data Analysis Useful
in Demand Estimation in International
Markets
Lead-lag Analysis
Surrogate Indicators
Cross-sectional Data / Barometric Procedures
Econometric Forecasting Model
Marketing Research 7th Edition
© Aaker, Kumar, Day
Growth of Standardized
Sources
Factors
Multitude of information users having
common information needs
When cost of satisfying individual user's
need is prohibitive
The increasing use of scanner systems
at the check out points
Marketing Research 7th Edition
© Aaker, Kumar, Day