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Chapter 5 - Marketing Research
 

Chapter 5 - Marketing Research

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    Chapter 5 - Marketing Research Chapter 5 - Marketing Research Presentation Transcript

    • Marketing Research Aaker, Kumar, Day Eighth EditionInstructor’s Presentation Slides Marketing Research 8th Edition Aaker, Kumar, Day
    • Chapter FiveSecondary Sources of Marketing Data Marketing Research 8th Edition Aaker, Kumar, Day
    • Data Sources Secondary Data Primary Data Marketing Research 8th Edition Aaker
    • •SALES/PATRONAGE RESULTS ( OUTCOMES ) PRIMARY •MARKETING ACTIVITY ( INPUTS ) DATA •COST INFORMATION SOURCES INTERNAL •DISTRIBUTOR REPORTS AND FEEDBACK RECORDS •CUSTOMER FEEDBACKDATASOURCES ELECTRONIC •GOVERNMENT •TRADE ASSOCIATIONS SECONDARY •PERIODICALS PUBLISHED •NEWSPAPERS DATA DATA •BOOKS SOURCES •ANNUAL REPORTS •PRIVATE STUDIES PRINTED EXTERNAL SOURCES •STORE AUDITS •WAREHOUSE WITHDRAWAL SERVICES STANDARDIZED •CONSUMER PURCHASE PANELS SOURCES OF •SINGLE SOURCE DATA MARKETING •NIELSEN’S TELEVISION INDEX DATA •STARCH SCORES Sources of •ARBITRON PANEL •MULTIMEDIA SERVICES Secondary Data INTERNET Marketing Research 8th Edition Aaker
    • 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 8th Edition Aaker
    • Benefits and Limitations of Secondary Data Benefits Limitations Low cost  Collected for some other purpose Less effort  No control over data collection  May not be accurate Less time  May not be in correct form At times, more accurate  May be outdated At times, only way to obtain  May not meet data requirements data  Assumptions have to be made Marketing Research 8th Edition Aaker
    • Internal Sources of Secondary DataInternal Records Accounting Data Sales Reports Inventory Management Customer Database Marketing Research 8th Edition Aaker
    • 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 8th Edition Aaker
    • Computer Retrievable Database Based on the Method of Based on the Type of Storage and Retrieval of Information InformationOn-line CD-ROM Floppy Disc Source ReferenceDatabases Databases Databases Internet Direct from Direct from Indirect Vendors Producer through Networks Marketing Research 8th Edition Aaker
    • Computer-Retrievable Methods Advantages Limitations Scope of information  Rely solely on the accuracy of available the abstract author Speed of information access  Depend on the journal and and retrieval article selection policy of the Commercially available database producer search procedures provide  Might miss important considerable flexibility and information, or retrieve a lot of efficiency irrelevant data if searching by “keyword” Marketing Research 8th Edition Aaker
    • Sources of Secondary Data forInternational Marketing Research Economic Data  United Nations  World Bank  Business International Publications  Euromonitor  World Casts Marketing Research 8th Edition Aaker
    • Sources of Secondary Data for International Marketing Research (Contd.)Industry Data  United Nations yearbooks  U.S. Department of commerce  The Economist (publication)  World CastsBackground Data  Dun and Bradstreet publications (e.G. Exporters guide)  Price Waterhouse publications Marketing Research 8th Edition Aaker
    • SIC / NAIC Code Standard Industrial Classification System / North American Industrial Classification Uniform numbering systems for classifying firms Up to 7 digits Total economy is divided into 11 divisions Classification SIC # Description Major group 57 Home furniture and equipment stores Subgroup 571 Home furniture and furnishings Detailed industry 5712 Furniture stores 5713 Floor covering stores Marketing Research 8th Edition Aaker
    • Appraising Secondary SourcesFactors 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 8th Edition Aaker
    • Applications of Secondary Data Monitoring the Environment Demand Estimation Marketing Research 8th Edition Aaker
    • Applications of Secondary Data (Contd.) Demand Estimation Monitoring the Environment Census data  Press releases Standard Industrial  Legislation and laws Classification (SIC)  Industry news Trade association data  Business and practitioner Experts and authorities literature, such as magazines Marketing Research 8th Edition Aaker
    • Applications of Secondary Data (Contd.)Segmentation and Targeting Developing a Business Intelligence System  PRIZM  Competitor’s annual  CLUSTER PLUS reports  ACORN  Press releases  DMI  SIC  TIGER Marketing Research 8th Edition Aaker
    • Problems Associated with Secondary Data in International Research Data Accuracy Comparability of Data Marketing Research 8th Edition Aaker
    • 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 8th Edition Aaker
    • Growth of Standardized SourcesFactors Multitude of information users having common information needs When cost of satisfying individual users need is prohibitive The increasing use of scanner systems at the check out points Marketing Research 8th Edition Aaker