Secondary data in seafood marketing research

1,251 views
1,098 views

Published on

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

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,251
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Secondary data in seafood marketing research

  1. 1. Secondary data in Seafood Marketing RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Philippos Papageorgiou Fisheries & Aquaculture Consultant
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Secondary data Secondary data in Seafood Marketing Philippos Papageorgiou
  11. 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. 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. 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. 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. 15. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Standardised Sources Secondary data in Seafood Marketing Philippos Papageorgiou
  16. 16. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Standardised Sources Secondary data in Seafood Marketing Philippos Papageorgiou
  17. 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. 18. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Public Studies, Surveys & Reports Secondary data in Seafood Marketing Philippos Papageorgiou
  19. 19. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Public Studies, Surveys & Reports Secondary data in Seafood Marketing Philippos Papageorgiou
  20. 20. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Industry Media Secondary data in Seafood Marketing Philippos Papageorgiou
  21. 21. RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012 Industry Media Secondary data in Seafood Marketing Philippos Papageorgiou
  22. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

×