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Secondary data in seafood marketing research

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Lecture presented on the advanced course: ‘RESEARCH APPLICATIONS IN SEAFOOD MARKETING’, organized by IAMZ – CIHEAM, The Mediterranan Agronomic Institutue of Zaragoza (Spain), 10-14 December 2012

Lecture presented on the advanced course: ‘RESEARCH APPLICATIONS IN SEAFOOD MARKETING’, organized by IAMZ – CIHEAM, The Mediterranan Agronomic Institutue of Zaragoza (Spain), 10-14 December 2012

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  • 1. Secondary data in Seafood Marketing RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou Fisheries & Aquaculture Consultant
  • 2. Lecture Structure I. Identifying secondary sources of market and marketing data II. Evaluation of secondary data III. Analysis & use of secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
  • 3. Secondary data What is it ? Data and info collected for purposes other than addressing the issue in question. Where can it be collected from ?  National / International Agency Databases  National / International Agency Surveys  Industry Media (newspapers, magazines, internet sites)  Public Studies, Surveys & Reports (Governmental Organisations Foundations, Trade Associations, Companies)  Conference / Seminar papers, posters and presentations  Market (observations) Standardized RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 4. Pros and Cons on using secondary data ? Overwhelming amount of info  Readily available / accessible  Free of charge or  Relativelly Inexpenisve  General Info  Non up-to-date  Non compatible/ comparable  Non problem/issue specific Secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou QualitativeQuantitative
  • 5. Secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou ‘’Need to Know’’ basis S Quantitative Qualitative
  • 6. Internal Primary Data Internal Secondary Data External Primary Data External Secondary Data Marketing Research intelligence RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data Secondary data in Seafood Marketing Philippos Papageorgiou
  • 7. Use of secondary data  To select countries or markets that show potential and are worth further investigation.  To make an initial estimate of demand potential in a country or market  To monitor changes ( => adjust marketing strategy) RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data Secondary data in Seafood Marketing Philippos Papageorgiou
  • 8.  Provide adequate info to resolve the marketing problem  Provide sufficient background info to better guide and focus primary research  Provide new insights to the issue that will redifine the research objectives  Provide methodology which usefull info for the planning phase of the primary research (from the population to be sampled to the methodology to be deployed).  Serve as reference base against which primary data collected can be compared for validity and accuracy. Use of secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data Secondary data in Seafood Marketing Philippos Papageorgiou
  • 9. 1) Describe What is going on. 2) Compare Compare situtations (Habits, trends, perceptions, products, etc) 3) Diagnose Analyse and understand a market situation 4) Predict Forecast a situation RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data Secondary data in Seafood Marketing Philippos Papageorgiou
  • 10. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data Secondary data in Seafood Marketing Philippos Papageorgiou
  • 11. Quantitative Quantitative & Qualitative Secondary data in the seafood industry RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 12. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 5 Steps of Secondary data Research Process • Locate potential sources of secondary data • Start with general issues and then proceed to specific ones • Start from the least costly and most readily available i • Deploy all available expertise - Evaluate • Combine disciplines and knowledge ii • Collect • Edit – prepare data to functional forms for further avalysis iii • Combine - Compare • Analyse data iv • Draw preliminary conclusions – form hypotheses for further tesingv Secondary data in Seafood Marketing Philippos Papageorgiou
  • 13. The 8 Steps of the Marketing Research Process I • Define the problem II • Identify sources of intelligence and types of info III • Develop the optimum research approach & methodology IV • Design the Questionnaire V • Determine sample plan and sample size VI • Conduct the research and collect the data VII • Analyze and interpret data VIII • Draw conclusions / make recommendations RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 14. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Examples of Secondary data in the seafood industry Standardised Sources Public Studies, Surveys & Reports Industry Media Conference / Seminar papers, posters and presentations Market Observation Secondary data in Seafood Marketing Philippos Papageorgiou
  • 15. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Standardised Sources Secondary data in Seafood Marketing Philippos Papageorgiou
  • 16. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Standardised Sources Secondary data in Seafood Marketing Philippos Papageorgiou
  • 17. Government Census Reports  Births  Deaths  Level of Educational  Employment / Unemployment  Household income  Household expenditure  (Other) By Age Groups / Regions / etc RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Standardised Sources Secondary data in Seafood Marketing Philippos Papageorgiou
  • 18. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Public Studies, Surveys & Reports Secondary data in Seafood Marketing Philippos Papageorgiou
  • 19. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Public Studies, Surveys & Reports Secondary data in Seafood Marketing Philippos Papageorgiou
  • 20. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Industry Media Secondary data in Seafood Marketing Philippos Papageorgiou
  • 21. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Industry Media Secondary data in Seafood Marketing Philippos Papageorgiou
  • 22. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Conference / Seminar papers, posters and presentations Secondary data in Seafood Marketing Philippos Papageorgiou
  • 23. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Market Observation Product purchased / Purchaser  Gender  Age  Marital Status  Financial Status  Related Products purchased  Decision-making type  Time (or day) patterns of pucrhases per product type Secondary data in Seafood Marketing Philippos Papageorgiou
  • 24. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Market Observation Competition per product  No of products  Packaging  Labelling  Shelf place  Pricing strategy- Offers  Other….. Secondary data in Seafood Marketing Philippos Papageorgiou
  • 25. • Reputation of collecting/ reporting body • Possible biasesWho? RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 • Client , methodology, • Issue addressed - questions chosenWhy? • Methodology, (questionnaire ), • Sample size & type, • Response rate How? • Aggregation / disaggregation levels • (Age, income, education, geogr. coverage) What? • Relevance and applicabilityWhen? • Cross checking with other sourcesConsistency? Evaluation of data & sources Secondary data in Seafood Marketing Philippos Papageorgiou
  • 26. Analysis & use of secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 27. - 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 2.000.000 1 2 3 App. Consumption 1.275.688 1.820.998 1.710.668 MetricTons 36.6 kg/ capita/ year Source:FAOFishStatJ Analysis & use of secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 28. Crust/ans & molluscs, prep. or pres. 8% Fish, dried, salted, or smoked 7% Fish, fresh, chilled or frozen 48% Fish, prepared or preserved 37% Source:FAOFishStatJ Analysis & use of secondary data RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 29. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 New Product B 0 € 3 mil € -1 mil € Analysis & use of secondary data Secondary data in Seafood Marketing Philippos Papageorgiou Primary research
  • 30. On Secondary Research Books Steward D.W. & M. A. Kamins. 1993. Secondary Research: Information Sources and Methods (Applied Social Research Methods). Sage Publications Patzer G.L. 1995 Using Secondary Data in Marketing Research: United States and Worldwide. Quorum Books. http://www.ianswer4u.com/2012/05/secondary-market-research-advantages.html#axzz2DocY23qh http://prosandconsofsecondaryresearch.blogspot.gr/ Internel links http://www.ianswer4u.com/2012/05/secondary-market-research-advantages.html#axzz2DocY23qh http://prosandconsofsecondaryresearch.blogspot.gr/ Suggested reading RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 31. On Industry related issues MARKETING AND PRICE FORMATION OF FISHERIES AND AQUACULTURE PRODUCTS. European Parliament. Policy Department B: Structural and Cohesion Policies. Directorate General for Internal Policies of the Union. IP/B/PECH/IC/2007-039 25/08/2008 (http://www.europarl.europa.eu/document/activities/cont/200811/20081110ATT41677/20081110ATT41677EN.pdf) EUROPEAN AQUACULTURE COMPETITIVENESS: LIMITATIONS AND POSSIBLE STRATEGIES. European Parliament. Policy Department B: Structural and Cohesion Policies. DIRECTORATE GENERAL FOR INTERNAL POLICIES. IP/B/PECH/IC/2008_177 (http://www.europarl.europa.eu/committees/en/studiesdownload.html?languageDocument=EN&file=29823) SYNTHESIS OF MEDITERRANEAN MARINE FINFISH AQUACULTURE – A MARKETING AND PROMOTION STRATEGY. (Barazi-Yeroulanos, L. 2010). Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 88 Rome, FAO. 2010: 198p (http://www.fao.org/docrep/013/i1696e/i1696e00.htm) FISH TRADE AMONG MEDITERRANEAN COUNTRIES: INTRAREGIONAL TRADE AND IMPORT–EXPORT WITH THE EUROPEAN UNION (Malvarosa, L. & De Young, C. 2010) . Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 86. Rome, FAO. 2010. 93p (http://www.fao.org/docrep/013/i1486e/i1486e00.htm) MARKETING OF AQUACULTURED SEABASS AND SEABREAM FROM THE MEDITERREANEAN BASIN. (Monfort, M.C.2007) Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 82. Rome, FAO. 2007. 50p (http://www.fao.org/docrep/010/a0968e/a0968e00.htm) Suggested reading RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou
  • 32. Governmental / Public Organisations FAO http://www.fao.org/fishery GFCM http://www.gfcm.org GLOBEFISH http://www.globefish.org European Commission DGs Maritime Affairs and Fisheries http://ec.europa.eu/dgs/maritimeaffairs_fisheries/index_en.htm http://ec.europa.eu/fisheries/documentation/publications/pcp_en.pdf FAO Statistical Database http://www.fao.org/fishery/statistics/software/fishstatj/en Industry Media http://www.intrafish.com http://www.seafoodsource.com http://www.seafoodbusiness.com http://www.undercurrentnews.com Country facts https://www.cia.gov/library/publications/the-world-factbook/ http://www.indexmundi.com/ http://www.countryfacts.com/ http://www.infoplease.com/countries.html Sources of secondary information RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data in Seafood Marketing Philippos Papageorgiou